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Advances in Chinese Brand Management
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eBook - PDF
Advances in Chinese Brand Management
Book details
Table of contents
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About This Book
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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Yes, you can access Advances in Chinese Brand Management by John M. T. Balmer, Weifeng Chen, John M. T. Balmer,Weifeng Chen, John M. T. Balmer, Weifeng Chen in PDF and/or ePUB format, as well as other popular books in Business & Customer Relations. We have over one million books available in our catalogue for you to explore.
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Table of contents
- Cover
- Title Page
- Copyright Page
- Table of Contents
- Foreword
- List of Tables and Figures
- Section 1 Introduction
- Section 2 Chinaâs Brands and Corporate Brand Communications in China: in Context
- Section 3 Corporate Heritage Brands in China
- Section 4 Luxury Brands in China
- Section 5 Managing the Brand Name and Logo in China
- Section 6 Brand Building in China
- Section 7 Brand Buying Behaviour in China
- Index