Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil
著者
書誌事項
Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil
（Management for professionals）
Springer, c2015
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注記
Includes bibliographical references
内容説明・目次
内容説明
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.
目次
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.
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