Advances in Chinese Brand Management

• Other Authors: Balmer, John M. T., (Editor), Chen, Weifeng, (Editor)
• Format: eBook
• Language: English
• Published: London : Palgrave Macmillan UK, 2016.
• Series: Journal of brand management: advanced collections.
• Subjects: Brand name products > China.; Branding (Marketing) > China.; Product management > China.; China.; elektronické knihy; electronic books
• ISBN: 9781352000115; 9781352000108
• Physical Description: 1 online resource (355 pages)

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 a...