TY - BOOK
T1 - Brand management in emerging markets
T2 - Theories and practices
AU - Wang, Cheng Lu
AU - He, Jiaxun
N1 - Publisher Copyright:
© 2014 by IGI Global. All rights reserved.
PY - 2014/6/30
Y1 - 2014/6/30
N2 - 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.
AB - 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.
UR - https://www.scopus.com/pages/publications/84949551451
U2 - 10.4018/978-1-4666-6242-1
DO - 10.4018/978-1-4666-6242-1
M3 - 书
AN - SCOPUS:84949551451
SN - 9781466662438
BT - Brand management in emerging markets
PB - IGI Global
ER -