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Research Frontiers on the International Marketing Strategies of Chinese Brands

Research Frontiers on the International Marketing Strategies of Chinese Brands

 

84,19 €
IVA incluido
Disponible
Editorial:
Taylor & Francis Ltd
Año de edición:
2020
Materia
Empresa y gestión
ISBN:
9780367516666
84,19 €
IVA incluido
Disponible

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  • Librería Samer Atenea
  • Kálamo Books
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Sobre IBD

This book proposes a theoretical framework for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

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