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

Bibliographic Details
Main Author: Schaffmeister, Niklas (Author)
Corporate Author: ebrary, Inc
Format: eBook
Language:English
Published: Cham ; New York : Springer, [2015]
Series:Management for professionals.
Subjects:
Marketing > BRIC countries > Management.
Product management > BRIC countries.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • 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.