Advances in Chinese Brand Management

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable a...

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Bibliographic Details
Other Authors Balmer, John M. T. (Editor), Chen, Weifeng (Editor)
Format Electronic eBook
LanguageEnglish
Published London : Palgrave Macmillan UK, 2016.
SeriesJournal of brand management: advanced collections.
Subjects
Brand name products > China.
Branding (Marketing) > China.
Product management > China.
China.
elektronické knihy
electronic books
Online AccessPlný text

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Summary:This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands luxury brands, prominent cultural brands and foreign brands in China.
Item Description:Includes index.
Physical Description:1 online resource (355 pages)
ISBN:9781352000115
9781352000108
Access:Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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