Management for Professionals

Brand Building and Marketing in Key Emerging Markets

A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil

Autoren: Schaffmeister, Niklas

  • Analyzes Brazil, Russia, India and China (BRIC) markets from a brand and marketing strategy point of view
  • Based on scientific research as well as practical insights and case studies across a wide variety of industries
  • Provides hands-on guidance using 25 strategies to develop successful adjusted positioning and marketing strategies
  • Provides a basis for understanding the cultural specialities of each country and related marketing implications
Weitere Vorteile

Dieses Buch kaufen

eBook 67,82 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-319-19482-0
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • eBooks sind auf allen Endgeräten nutzbar
  • Sofortiger eBook Download nach Kauf
Hardcover 85,59 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-319-19481-3
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
Über dieses Buch

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.

Über den Autor

Dr. Niklas Schaffmeister is an expert in brand management and growth market strategy based on the specific needs of local markets and their consumers. He specializes in the development of market-driven positioning concepts for leading global brands. He is also experienced in digital brand development, lower-tier marketing approaches and the introduction of emerging-market brands to the world stage. Dr. Schaffmeister looks back on 15 years of project experience in the automotive, retail, chemical, technology, white goods, consumer electronics and financial services industry. Numerous global blue chip clients, both B2B as well as B2C, have benefited from his industry knowledge. He is often-cited in leading global business publications. He is the founder and Managing Director of globeone – a strategy consultancy focused on the world’s key growth markets. From its offices in Germany, South America and across Asia, globeone combines global strategy and local opportunity to help brands with brand adjustment and market-driven positioning where it matters most. Before founding globeone, Schaffmeister led the Asia-Pacific operations for BBDO Consulting as Vice President based in Shanghai and worked for the Strategy and Innovation Center of KPMG in Berlin. He holds a Ph.D. degree in Marketing and a Master of Business Administration from the Free University of Berlin. During his Master and Ph.D. studies, Schaffmeister was a visiting scholar at University of Michigan in Ann Arbor and Chinese University of Hong Kong, and served as guest professor in the global MBA program of Shanghai University. He has published numerous articles and surveys, among them the comprehensive globeone BRIC Branding Survey as well as the globeone Emerging Brands Survey. He is fluent in English, German and Mandarin Chinese and spent eight years of his career living in Shanghai, Beijing and Hong Kong.

Inhaltsverzeichnis (9 Kapitel)

  • Introduction

    Schaffmeister, Niklas

    Seiten 3-16

  • The New Paradigm: Market-Driven Approach and Need for a One-World-Strategy

    Schaffmeister, Niklas

    Seiten 17-29

  • Commonalities and Differences of the Large Emerging Markets

    Schaffmeister, Niklas

    Seiten 31-43

  • China: Dancing with the Red Dragon

    Schaffmeister, Niklas

    Seiten 47-106

  • India: The Emerging Star

    Schaffmeister, Niklas

    Seiten 107-154

Dieses Buch kaufen

eBook 67,82 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-319-19482-0
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • eBooks sind auf allen Endgeräten nutzbar
  • Sofortiger eBook Download nach Kauf
Hardcover 85,59 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-319-19481-3
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
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Bibliografische Information

Bibliographic Information
Buchtitel
Brand Building and Marketing in Key Emerging Markets
Buchuntertitel
A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Autoren
Titel der Buchreihe
Management for Professionals
Copyright
2015
Verlag
Springer International Publishing
Copyright Inhaber
Springer International Publishing Switzerland
eBook ISBN
978-3-319-19482-0
DOI
10.1007/978-3-319-19482-0
Hardcover ISBN
978-3-319-19481-3
Buchreihen ISSN
2192-8096
Auflage
1
Seitenzahl
XX, 405
Themen