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International Brand Management of Chinese Companies Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets /
This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell g...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Heidelberg :
Physica-Verlag HD : Imprint: Physica,
2008.
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| Edición: | 1st ed. 2008. |
| Colección: | Contributions to Economics,
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| Temas: | |
| Acceso en línea: | Texto Completo |
Tabla de Contenidos:
- Theory of international brand management
- The who is who of Chinese branded companies
- Hypotheses - How to enter developed markets
- Empirical study
- The Chinese way of international brand management
- Summary and future research.