Brand Management in Emerging Markets: Theories and Practices

Title

Brand Management in Emerging Markets: Theories and Practices

Files

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Description

Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth.

Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

ISBN

978-1466662421

Publication Date

2014

Publisher

IGI Global

City

Hershey, Penna.

Keywords

Brand management, emerging markets, marketing, product management

Subject: LCSH

Product management, Export marketing--Developing countries

Disciplines

Marketing | Statistics and Probability

Comments

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.

Publisher Citation

Wang, Cheng L and Jiaxun He (ed.), Brand Management in Emerging Markets: Theories and Practices, 2014, Hershey, Penna.: IGI Global. ISBN: 978-1466662421