International Brand Management of Chinese Companies
Publication year: 2008
ISBN: 978-3-7908-2030-0
Internet Resource: Please Login to download book
This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management.
Subject: Business and Economics, Branding, China, Global Brands, Haier, Lenovo, management, marketing, strategy
