Market Entry in China : Case Studies on Strategy, Marketing, and Branding / / edited by Christiane Prange
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| Titolo: |
Market Entry in China : Case Studies on Strategy, Marketing, and Branding / / edited by Christiane Prange
|
| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2016 |
| Edizione: | 1st ed. 2016. |
| Descrizione fisica: | 1 online resource (220 p.) |
| Disciplina: | 303.482 |
| Soggetto topico: | Marketing |
| Leadership | |
| Globalization | |
| Markets | |
| Business Strategy/Leadership | |
| Emerging Markets/Globalization | |
| Persona (resp. second.): | PrangeChristiane |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references. |
| Nota di contenuto: | Introduction -- Automotive Industry -- Retail Industry -- Fashion, Luxury, and Play -- Beverages and Food -- Summary and Outlook. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Market Entry in China |
| ISBN: | 3-319-29139-4 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910254670503321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Management for Professionals, . 2192-8096