Brand Management in Emerging Markets: Theories and Practices

By Cheng Lu Wang, Wang Wei, Wei Wang

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.

• Format: Hardcover
• Language: English
• ISBN: 1466662425
• ISBN13: 9781466662421
• Release Date: June 2014
• Publisher: Business Science Reference
• Length: 337 Pages
• Weight: 2.44 lbs.
• Dimensions: 0.8" x 8.5" x 11.0"