Market Entry in China: Case Studies on Strategy, Marketing, and Branding (Management for Professionals)
ISBN-13:
9783319291383
ISBN-10:
3319291386
Edition:
1st ed. 2016
Author:
Christiane Prange
Publication date:
2016
Publisher:
Springer
Format:
Hardcover
237 pages
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Book details
ISBN-13:
9783319291383
ISBN-10:
3319291386
Edition:
1st ed. 2016
Author:
Christiane Prange
Publication date:
2016
Publisher:
Springer
Format:
Hardcover
237 pages
Summary
Market Entry in China: Case Studies on Strategy, Marketing, and Branding (Management for Professionals) (ISBN-13: 9783319291383 and ISBN-10: 3319291386), written by authors
Christiane Prange, was published by Springer in 2016.
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Description
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
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