Brand warriors China : creating sustainable brand capital

著者

• Gilmore, Fiona
• Dumont, Serge

書誌事項

Brand warriors China : creating sustainable brand capital

Fiona Gilmore and Serge Dumont

Profile, 2003

注記

Includes index

内容説明・目次

内容説明

A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA83420153
• ISBN:
  • 1861976992
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xxii, 233 p
• 大きさ: 24 cm
• 分類:
  • DC22 : 658.8270951
• 件名:
  • LCSH : Brand name products -- China
  • LCSH : Brand name products -- China
  • LCSH : Success in business -- China