株式会社極東書店トップ ＞ 商品一覧 ＞ Brand Building and Marketing in Key Emerging Markets : A Practitioner's Guide to Successful Brand Growth in China, India, Russia and Brazil.
商品詳細
Brand Building and Marketing in Key Emerging Markets : A Practitioner's Guide to Successful Brand Growth in China, India, Russia and Brazil.
・ISBN 978-3-319-19481-3 hard EUR 49.99
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お気に入り
★★★
| 著者・編者 | Schaffmeister, Niklas, |
|---|---|
| シリーズ | Management for Professionals |
| 出版社 | (Springer, GW) |
| 出版年月 | 2015 |
| ページ数 | xx, 405 pp. |
| 言語 | ENG |
| ニュース番号 | ＜626-L1073＞ |
解説
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.