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

Authors: 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
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eBook 67,82 €
price for Spain (gross)
  • ISBN 978-3-319-19482-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
  • ISBN 978-3-319-19481-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-319-36769-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.

About the authors

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.

Table of contents (9 chapters)

  • Introduction

    Schaffmeister, Niklas

    Pages 3-16

    Preview Buy Chapter 30,19 €
  • The New Paradigm: Market-Driven Approach and Need for a One-World-Strategy

    Schaffmeister, Niklas

    Pages 17-29

    Preview Buy Chapter 30,19 €
  • Commonalities and Differences of the Large Emerging Markets

    Schaffmeister, Niklas

    Pages 31-43

    Preview Buy Chapter 30,19 €
  • China: Dancing with the Red Dragon

    Schaffmeister, Niklas

    Pages 47-106

    Preview Buy Chapter 30,19 €
  • India: The Emerging Star

    Schaffmeister, Niklas

    Pages 107-154

    Preview Buy Chapter 30,19 €

Buy this book

eBook 67,82 €
price for Spain (gross)
  • ISBN 978-3-319-19482-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
  • ISBN 978-3-319-19481-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-319-36769-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Brand Building and Marketing in Key Emerging Markets
Book Subtitle
A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Authors
Series Title
Management for Professionals
Copyright
2015
Publisher
Springer International Publishing
Copyright Holder
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
Softcover ISBN
978-3-319-36769-9
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XX, 405
Topics