Brand Building and Marketing in Key Emerging Markets

Brand Building and Marketing in Key Emerging Markets

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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 corporationa€™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 a€˜glocalizeda€™ world.... the leader in the luxury car segment, but competition was closing in driven by the new Mercedes C-class and the new Audi A4. ... In order to highlight the producta#39;s superior brand value to the Indian target groups, BMW and Serviceplan Indiaanbsp;...

Title:Brand Building and Marketing in Key Emerging Markets
Author: Niklas Schaffmeister
Publisher:Springer - 2015-10-09

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