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)
• Item Description: Includes index.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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.