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Research Frontiers on the International Marketing Strategies of Chinese Brands

Zuohao Hu
Paperback Book  |  Business Leadership & Management  |  28 Apr 2020
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Research Frontiers on the International Marketing Strategies of Chinese Brands/Product Detail/Business Leadership & Management
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This book proposes a theoretical framework for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Title: Research Frontiers on the International Marketing Strategies of Chinese Brands

Format: Paperback Book

Release Date: 28 Apr 2020

Author: Zuohao Hu

Sku: 3374073

Catalogue No: 9780367516666

Category: Business Leadership & Management

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