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Market Entry in China

Case Studies on Strategy, Marketing, and Branding

Produktform: E-Buch Text Elektronisches Buch in proprietärem

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.weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Elektronisches Format: PDF

Sprache(n): Englisch

ISBN: 978-3-319-29139-0 / 978-3319291390 / 9783319291390

Verlag: Springer International Publishing

Erscheinungsdatum: 14.05.2016

Seiten: 231

Herausgegeben von Christiane Prange

74,89 € inkl. MwSt.
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