| Advances in Chinese Brand Management Softcover Repri Edition Contributor(s): Balmer, John M. T. (Editor), Chen, Weifeng (Editor) |
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ISBN: 1349957992 ISBN-13: 9781349957996 Publisher: Palgrave MacMillan OUR PRICE: $151.99 Product Type: Paperback - Other Formats Published: June 2018 |
| Additional Information |
| BISAC Categories: - Business & Economics | Customer Relations - Business & Economics | Marketing - Research - Business & Economics | International - Economics |
| Dewey: 658.049 |
| Series: Journal of Brand Management: Advanced Collections |
| Physical Information: 0.76" H x 5.83" W x 8.27" (0.97 lbs) 354 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |