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Advances in Chinese Brand Management

Author: John M T Balmer; Weifeng Chen
Publisher: London Palgrave Macmillan UK 2017.
Series: Journal of Brand Management: Advanced Collections
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within  Read more...
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Genre/Form: Online-Ressource
Additional Physical Format: Printed edition
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John M T Balmer; Weifeng Chen
ISBN: 9781352000115 1352000113
OCLC Number: 971508366
Description: 1 Online-Ressource.
Series Title: Journal of Brand Management: Advanced Collections
Responsibility: edited by John M.T. Balmer, Weifeng Chen.

Abstract:

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands luxury brands, prominent cultural brands and foreign brands in China.

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