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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: Bell, Sandra (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Heidelberg : Physica-Verlag HD, 2008.
Σειρά:Contributions to Economics,
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
Πίνακας περιεχομένων:
  • 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.