Market entry in China : case studies on strategy, marketing, and branding
著者
書誌事項
Market entry in China : case studies on strategy, marketing, and branding
（Management for professionals）
Springer, c2016
大学図書館所蔵 全3件
内容説明・目次
内容説明
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.
目次
Introduction.- Automotive Industry.- Retail Industry.- Fashion, Luxury, and Play.- Beverages and Food.- Summary and Outlook.
「Nielsen BookData」 より