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.8.22 Think Social and Co-Create Compared to Western netizens, internet users in Asia and Latin America are generally ... For most of them, the digital universe is an escape from crowded family homes and an affordable way to explore the world. ... also become a more essential source of news and exchange than it is for their contemporaries in other parts of the world. ... are Kraft Foodsa#39; a€œThe Chocolate Treea€ in Brazil and the a€œReal People, Real Experiencesa€ initiative by Ford in India.

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

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