Brand Building and Marketing in Key Emerging Markets: A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil

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.

Book details

• Author: Niklas Schaffmeister
• Publisher: Springer
• eText ISBN: 9783319194820
• Print ISBN: 9783319194813
• Format: Fixed Layout
• Language: en
• Copyright: 2015