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Item Details
| Title:
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RESEARCH FRONTIERS ON THE INTERNATIONAL MARKETING STRATEGIES OF CHINESE BRANDS
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| By: |
Zuohao Hu (Editor), Xi Chen (Editor), Zhilin Yang (Editor) |
| Format: |
Electronic book text |
| List price:
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£40.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1317205928 |
| ISBN 13: |
9781317205920 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
5 August, 2016 |
| Series: |
China Perspectives |
| Pages: |
208 |
| 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: |
7 Line drawings, black and white; 35 Illustrations, black and white |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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