International Brand Management of Chinese Companies 2024 pdf epub mobi 电子书

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发表于2024-12-29

International Brand Management of Chinese Companies 2024 pdf epub mobi 电子书

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出版者:Physica-Verlag Heidelberg

作者:Sandra Bell

出品人:

页数:370

译者:

出版时间:2008

价格:USD 149.00

装帧:Hardcover

isbn号码:9783790820294

丛书系列:

图书标签: Management, International Brand 品牌 Business Administration, ,

International Brand Management of Chinese Companies 2024 pdf epub mobi 电子书图书描述

Product Description

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 gives reasons and identifies a Chinese way of international brand management. She reveals:

- Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global?

- How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea?

- How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why?

Read the book and discover yourself.

International Brand Management of Chinese Companies 2024 pdf epub mobi 电子书

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