Advances in Chinese Brand Management

• Corporate Author: SpringerLink (Online service)
• Other Authors: Balmer, John M. T. (Editor), Chen, Weifeng (Editor)
• Format: Electronic eBook
• Language: English
• Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017.
• Series: Journal of Brand Management: Advanced Collections
• Subjects: Business.; Market research.; Customer relations > Management.; International business enterprises.; Business and Management.; Customer Relationship Management.; Market Research/Competitive Intelligence.; International Business.

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable a...