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Market Entry in China = Case Studies on Strategy, Marketing, and Branding /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Market Entry in China/ edited by Christiane Prange.
其他題名:	Case Studies on Strategy, Marketing, and Branding /
其他作者:	Prange, Christiane.
面頁冊數:	VI, 231 p. 37 illus., 16 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-319-29139-0
ISBN:	9783319291390

Market Entry in China = Case Studies on Strategy, Marketing, and Branding /
Market Entry in ChinaCase Studies on Strategy, Marketing, and Branding /[electronic resource] :edited by Christiane Prange. - 1st ed. 2016. - VI, 231 p. 37 illus., 16 illus. in color.online resource. - Management for Professionals,2192-8096. - Management for Professionals,.

Introduction -- Automotive Industry -- Retail Industry -- Fashion, Luxury, and Play -- Beverages and Food -- Summary and Outlook.

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.

ISBN: 9783319291390

Standard No.: 10.1007/978-3-319-29139-0doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Market Entry in China = Case Studies on Strategy, Marketing, and Branding /
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