Brand Building and Marketing in Key Emerging Markets

Name: Brand Building and Marketing in Key Emerging Markets
Brand: Springer Nature
SKU: 9783319194813
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Product Details

Brand

Springer Nature

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N/A

Part Number

GTIN

9783319194813

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New

Product Description

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 corporations 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.

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