International Brand Management of Chinese Companies 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2025

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Sandra Bell 作者

Physica-Verlag Heidelberg

译者

2008 出版日期

370 页数

USD 149.00 价格

Hardcover

丛书系列

9783790820294 图书编码

International Brand Management of Chinese Companies 在线电子书图书标签: Management, International Brand 品牌 Business Administration, ,

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International Brand Management of Chinese Companies 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2025

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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 在线电子书下载 mobi epub pdf txt 在线电子书下载

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