An edition of International brand management of Chinese companies (2008)
International brand management of Chinese companies
case studies on the Chinese household appliances and consumer electronics industry entering US and Western European markets
By Sandra Bell
0 (0 Ratings)
0 Want to read0 Currently reading0 Have read
0 Want to read0 Currently reading0 Have read
Publish Date
2008
Publisher
Physica-Verlag
Language
eng
Pages
369
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. 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."--BOOK JACKET.