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| Título : |
Brand Building and Marketing in Key Emerging Markets : A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil |
| Tipo de documento: |
documento electrónico |
| Autores: |
Schaffmeister, Niklas ; SpringerLink (Online service) |
| Editorial: |
Cham : Springer International Publishing |
| Fecha de publicación: |
2015 |
| Otro editor: |
Imprint: Springer |
| Colección: |
Management for Professionals, ISSN 2192-8096 |
| Número de páginas: |
XX, 405 p. 132 illus |
| Il.: |
online resource |
| ISBN/ISSN/DL: |
978-3-319-19482-0 |
| Idioma : |
Inglés (eng) |
| Palabras clave: |
Business Marketing Market research Leadership Globalization Markets and Management Emerging Markets/Globalization Strategy/Leadership Research/Competitive Intelligence |
| Clasificación: |
658 Empresas. Organización de empresas |
| Resumen: |
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world |
| Nota de contenido: |
Part I: Introduction: Introduction -- The New Paradigm - Market-Driven Approach and Need for a One-World-Strategy -- Commonalities and Differences of the Large Emerging Markets -- Part II: External Environment: Understanding the BRIC Markets: China - Dancing with the Red Dragon -- India - The Emerging Star -- Russia - A Power Beyond Raw Materials -- Brazil - The Green Giant -- Part III: BRIC Branding Framework: Strategies for Successful Brand Building and Marketing in the Key Emerging Markets -- Beyond the BRICs - A Closing Remark |
| En línea: |
http://dx.doi.org/10.1007/978-3-319-19482-0 |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35669 |
Brand Building and Marketing in Key Emerging Markets : A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil [documento electrónico] / Schaffmeister, Niklas ; SpringerLink (Online service) . - Cham : Springer International Publishing : Imprint: Springer, 2015 . - XX, 405 p. 132 illus : online resource. - ( Management for Professionals, ISSN 2192-8096) . ISBN : 978-3-319-19482-0 Idioma : Inglés ( eng)
| Palabras clave: |
Business Marketing Market research Leadership Globalization Markets and Management Emerging Markets/Globalization Strategy/Leadership Research/Competitive Intelligence |
| Clasificación: |
658 Empresas. Organización de empresas |
| Resumen: |
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world |
| Nota de contenido: |
Part I: Introduction: Introduction -- The New Paradigm - Market-Driven Approach and Need for a One-World-Strategy -- Commonalities and Differences of the Large Emerging Markets -- Part II: External Environment: Understanding the BRIC Markets: China - Dancing with the Red Dragon -- India - The Emerging Star -- Russia - A Power Beyond Raw Materials -- Brazil - The Green Giant -- Part III: BRIC Branding Framework: Strategies for Successful Brand Building and Marketing in the Key Emerging Markets -- Beyond the BRICs - A Closing Remark |
| En línea: |
http://dx.doi.org/10.1007/978-3-319-19482-0 |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35669 |
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Brand Building and Marketing in Key Emerging Markets (2015)
