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Market entry in China[electronic res...

Prange, Christiane.

Market entry in China[electronic resource] :case studies on strategy, marketing, and branding /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	330.951
書名/作者:	Market entry in China : case studies on strategy, marketing, and branding // edited by Christiane Prange.
其他作者:	Prange, Christiane.
出版者:	Cham : : Springer International Publishing :, 2016.
面頁冊數:	vi, 231 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Economics - History. - China
標題:	Marketing - Management. - China
標題:	Business and Management.
標題:	Marketing.
標題:	Business Strategy/Leadership.
標題:	Emerging Markets/Globalization.
ISBN:	9783319291390
ISBN:	9783319291383
內容註:	Introduction -- Automotive Industry -- Retail Industry -- Fashion, Luxury, and Play -- Beverages and Food -- Summary and Outlook.
摘要、提要註:	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.
電子資源:	http://dx.doi.org/10.1007/978-3-319-29139-0

Market entry in China[electronic resource] :case studies on strategy, marketing, and branding /
Market entry in Chinacase studies on strategy, marketing, and branding /[electronic resource] :edited by Christiane Prange. - Cham :Springer International Publishing :2016. - vi, 231 p. :ill., digital ;24 cm. - 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:

646455
Economics
--History.--China

LC Class. No.: HB126.C6

Dewey Class. No.: 330.951

Market entry in China[electronic resource] :case studies on strategy, marketing, and branding /
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505 0 $a Introduction -- Automotive Industry -- Retail Industry -- Fashion, Luxury, and Play -- Beverages and Food -- Summary and Outlook.
520 $a 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.
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