China Branding Cases from Zhejiang /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Liu, Martin J. (Editor, http://id.loc.gov/vocabulary/relators/edt), Luo, Jun (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Subjects: Asia-Economic conditions.; Branding (Marketing).; Motivation research (Marketing).; Asian Economics.; Branding.; Consumer Behavior.

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuse...