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International Brand Management of Chinese Companies: Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and ... Markets (Contributions to Economics) [Hardcover]

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Item Number 221902  
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Item description for International Brand Management of Chinese Companies: Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and ... Markets (Contributions to Economics) by Sandra Bell...

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 - A strange combination? No. 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. She reveals:

- Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global?

- How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea?

- How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why?

Read the book and discover yourself.





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Item Specifications...


Pages   370
Est. Packaging Dimensions:   Length: 9.45" Width: 6.38" Height: 0.94"
Weight:   1.63 lbs.
Binding  Hardcover
Release Date   Apr 14, 2008
Publisher   Physica-Verlag Heidelberg
ISBN  3790820296  
ISBN13  9783790820294  


Availability  93 units.
Availability accurate as of Mar 30, 2017 12:57.
Usually ships within one to two business days from La Vergne, TN.
Orders shipping to an address other than a confirmed Credit Card / Paypal Billing address may incur and additional processing delay.

This item is restricted to one per order.


More About Sandra Bell


Register your artisan biography and upload your photo! Lecturers in Anthropology at the University of Durham.

Sandra Bell was born in 1948.

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Product Categories

1Books > Subjects > Business & Investing > Economics > General
2Books > Subjects > Business & Investing > General
3Books > Subjects > Business & Investing > Management & Leadership > Management
4Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General
5Books > Subjects > Business & Investing > Small Business & Entrepreneurship > Entrepreneurship



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