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Item Details
| Title:
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MARKET ENTRY IN CHINA
CASE STUDIES ON STRATEGY, MARKETING, AND BRANDING |
| Volume: |
2016 |
| By: |
Christiane Prange (Editor) |
| Format: |
Hardback |
| List price:
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£59.99 |
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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: |
3319291386 |
| ISBN 13: |
9783319291383 |
| Publisher: |
SPRINGER INTERNATIONAL PUBLISHING AG |
| Pub. date: |
14 May, 2016 |
| Series: |
Management for Professionals |
| Pages: |
231 |
| Synopsis: |
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China's growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players. |
| Illustrations: |
21 black & white illustrations, 16 colour illustrations, biography |
| Publication: |
Switzerland |
| Imprint: |
Springer International Publishing AG |
| Returns: |
Returnable |
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