International Brand Management of Chinese Companies

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Opis: International Brand Management of Chinese Companies - Sandra Bell

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.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.


Szczegóły: International Brand Management of Chinese Companies - Sandra Bell

Tytuł: International Brand Management of Chinese Companies
Autor: Sandra Bell
Producent: Physica Verlag Rudolf Liebing GmbH
ISBN: 9783790820294
Rok produkcji: 2008
Ilość stron: 380
Oprawa: Twarda
Waga: 0.71 kg


Recenzje: International Brand Management of Chinese Companies - Sandra Bell

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International Brand Management of Chinese Companies

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.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.

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Cena 334,01 PLN
Nasza cena 312,29 PLN
Oszczędzasz 6%
Wysyłka: Niedostępna
Dodaj do Schowka
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Szczegóły: International Brand Management of Chinese Companies - Sandra Bell

Tytuł: International Brand Management of Chinese Companies
Autor: Sandra Bell
Producent: Physica Verlag Rudolf Liebing GmbH
ISBN: 9783790820294
Rok produkcji: 2008
Ilość stron: 380
Oprawa: Twarda
Waga: 0.71 kg


Recenzje: International Brand Management of Chinese Companies - Sandra Bell

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