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Brand Building and Marketing in Key Emerging Markets : A Practitioner’s Guide to Successful Brand

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?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 22 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.
Genre: Business + Money Management
Sub-Genre: Management, Marketing / General
Series Title: Management for Professionals
Format: Hardcover
Publisher: Springer Verlag
Author: Niklas Schaffmeister
Language: English
Street Date: October 19, 2015
TCIN: 50439935
UPC: 9783319194813
Item Number (DPCI): 248-06-8385

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