國立高雄大學圖資館 |

Language: English

Back

Brand building and marketing in key ...

Schaffmeister, Niklas.

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand building and marketing in key emerging marketsby Niklas Schaffmeister.
Reminder of title:	a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
Author:	Schaffmeister, Niklas.
Published:	Cham :Springer International Publishing :2015.
Description:	xx, 405 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	MarketingManagement.BRIC countries
Online resource:	http://dx.doi.org/10.1007/978-3-319-19482-0
ISBN:	9783319194820$q(electronic bk.)

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /
Schaffmeister, Niklas.

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /[electronic resource] :by Niklas Schaffmeister. - Cham :Springer International Publishing :2015. - xx, 405 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

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.

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.

ISBN: 9783319194820$q(electronic bk.)

Standard No.: 10.1007/978-3-319-19482-0doiSubjects--Topical Terms:

731059
Marketing
--Management.--BRIC countries

LC Class. No.: HF5415.12.B63

Dewey Class. No.: 658.8

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /
LDR:02488nmm a2200337 a 4500 001 476430
003 DE-He213
005 20160419151401.0
006 m d
007 cr nn 008maaau
008 160526s2015 gw s 0 eng d
020 $a 9783319194820$q(electronic bk.)
020 $a 9783319194813$q(paper)
024 7 $a 10.1007/978-3-319-19482-0 $2 doi
035 $a 978-3-319-19482-0
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.12.B63
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 658.8 $2 23
090 $a HF5415.12.B63 $b S296 2015
100 1 $a Schaffmeister, Niklas. $3 731058
245 1 0 $a Brand building and marketing in key emerging markets $h [electronic resource] : $b a practitioner's guide to successful brand growth in China, India, Russia and Brazil / $c by Niklas Schaffmeister.
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2015.
300 $a xx, 405 p. : $b ill., digital ; $c 24 cm.
490 1 $a Management for professionals, $x 2192-8096
505 0 $a 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.
520 $a 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.
650 0 $a Marketing $z BRIC countries $x Management. $3 731059
650 0 $a Product management $z BRIC countries. $3 731060
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Marketing. $3 182957
650 2 4 $a Emerging Markets/Globalization. $3 557943
650 2 4 $a Business Strategy/Leadership. $3 524336
650 2 4 $a Market Research/Competitive Intelligence. $3 731061
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Management for professionals. $3 557942
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-19482-0
950 $a Business and Economics (Springer-11643)