Bell, Sandra
International Brand Management of Chinese Companies
Table of contents
1. Introduction
2. Theory of international brand management
3. The who is who of Chinese branded companies
4. Hypotheses – How to enter developed markets
5. Empirical study
6. The Chinese way of international brand management
7. Summary and future research
DRM-restrictions
Printing: not available
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Keywords: BUSINESS & ECONOMICS / Management Science BUS042000
- Author(s)
- Bell, Sandra
- Publisher
- Springer
- Publication year
- 2008
- Language
- en
- Edition
- 1
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9783790820300
