Titlebook: Brand Building and Marketing in Key Emerging Markets; A Practitioner’s Gui Niklas Schaffmeister Book 2015 Springer International Publishing

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Niklas SchaffmeisterAnalyzes 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 vari

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Book 2015ents?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 positi

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Introduction 2008 and most economies in Western Europe are more than likely to face slugish growth for several years to come. These developments are forcing forward-looking managers of leading international companies to set their sights more than ever on the large growth markets like the BRICS (Brazil, Russia,

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The New Paradigm: Market-Driven Approach and Need for a One-World-Strategyows for a global one-size-fits-all approach. The result is a rising need for the capability to adjust brands and marketing to the local market environment as far as needed without getting lost in complexity. Companies need to strike a sound balance?and they need to find their best way?between too mu