Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil / Niklas Schaffmeister
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
Summary
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
Bibliography
Includes bibliographical references
Notes
Online resource; title from PDF title page (EBSCO, viewed October 20, 2015)
