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Competitive Branding Strategies

Managing Performance in Emerging Markets

Authors: Rajagopal

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  • Enhances knowledge on branding strategies, internal and external fit in the company to develop competitive brands, and growing brand leadership in the market
  • Delineates the process of linking different constituents of brand management to business performance
  • Covers complex elements of branding, analyzing behavioral theories, fundamentals of market competition, and risk analysis in branding
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eBook 59,49 €
price for Spain (gross)
  • ISBN 978-3-030-24933-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-24932-8
  • 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

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage.

This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.


About the authors

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Visiting Professor at Boston University, USA. He has authored 58 books and over 400 research papers. Rajagopal is Editor of several academic journals.

Table of contents (9 chapters)

Table of contents (9 chapters)

Buy this book

eBook 59,49 €
price for Spain (gross)
  • ISBN 978-3-030-24933-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-24932-8
  • 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
Competitive Branding Strategies
Book Subtitle
Managing Performance in Emerging Markets
Authors
Copyright
2019
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG
eBook ISBN
978-3-030-24933-5
DOI
10.1007/978-3-030-24933-5
Hardcover ISBN
978-3-030-24932-8
Edition Number
1
Number of Pages
XXV, 288
Number of Illustrations
7 b/w illustrations
Topics