Brand Management in Emerging Markets: Theories and Practices

Marc Notes: Includes bibliographical references and index.; This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies--; Provided by publisher. Publisher Marketing: 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. Contributor Bio:  Wang, Wei KAZUO TANAKA is Professor in the Department of Mechanical Engineering and Intelligent Systems at the University of Electro-Communications in Tokyo, Japan. HUA O. WANG is Professor in the Department of Electrical and Computer Engineering at Duke University in Durham, North Carolina.