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02456nam a22005055i 4500 |
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978-3-319-29139-0 |
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DE-He213 |
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20160514053319.0 |
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cr nn 008mamaa |
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160514s2016 gw | s |||| 0|eng d |
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|a 9783319291390
|9 978-3-319-29139-0
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|a 10.1007/978-3-319-29139-0
|2 doi
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|a HF5410-5417.5
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|a 658.8
|2 23
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|a Market Entry in China
|h [electronic resource] :
|b Case Studies on Strategy, Marketing, and Branding /
|c edited by Christiane Prange.
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| 264 |
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1 |
|a Cham :
|b Springer International Publishing :
|b Imprint: Springer,
|c 2016.
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| 300 |
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|a VI, 231 p. 37 illus., 16 illus. in color.
|b online resource.
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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| 347 |
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|a text file
|b PDF
|2 rda
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| 490 |
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|a Management for Professionals,
|x 2192-8096
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| 505 |
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|a Introduction -- Automotive Industry -- Retail Industry -- Fashion, Luxury, and Play -- Beverages and Food -- Summary and Outlook.
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| 520 |
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|a This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
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| 650 |
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|a Business.
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| 650 |
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|a Marketing.
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| 650 |
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|a Leadership.
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| 650 |
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|a Globalization.
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| 650 |
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|a Markets.
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| 650 |
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4 |
|a Business and Management.
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| 650 |
2 |
4 |
|a Marketing.
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| 650 |
2 |
4 |
|a Business Strategy/Leadership.
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| 650 |
2 |
4 |
|a Emerging Markets/Globalization.
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| 700 |
1 |
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|a Prange, Christiane.
|e editor.
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| 710 |
2 |
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|a SpringerLink (Online service)
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| 773 |
0 |
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|t Springer eBooks
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| 776 |
0 |
8 |
|i Printed edition:
|z 9783319291383
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| 830 |
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|a Management for Professionals,
|x 2192-8096
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| 856 |
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|u http://dx.doi.org/10.1007/978-3-319-29139-0
|z Full Text via HEAL-Link
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| 912 |
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|a ZDB-2-BUM
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| 950 |
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|a Business and Management (Springer-41169)
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