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Item Details
Title: RESEARCH FRONTIERS ON THE INTERNATIONAL MARKETING STRATEGIES OF CHINESE BRANDS
By: Zuohao Hu (Editor), Xi Chen (Editor), Zhilin Yang (Editor)
Format: Hardback

List price: £180.00
Our price: £162.00
Discount:
10% off
You save: £18.00
ISBN 10: 1138671835
ISBN 13: 9781138671836
Availability: Usually dispatched within 1-3 weeks.
 Delivery rates
Stock: Currently 0 available
Publisher: TAYLOR & FRANCIS LTD
Pub. date: 17 August, 2016
Series: China Perspectives
Pages: 222
Synopsis: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Illustrations: 35 black & white illustrations, 7 black & white line drawings
Publication: UK
Imprint: Routledge
Returns: Returnable
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