Market entry in china: case studies on strategy, marketing, and branding
Éditeur :
Springer International Publishing AG
ISBN :
9783319804996
Date de publication :
20 juin 2018
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.