Original price was: $55.99.$24.99Current price is: $24.99.
Access Research Frontiers on the International Marketing Strategies of Chinese Brands 1st Edition Now. Discount up to 90%
| Full Title | Research Frontiers on the International Marketing Strategies of Chinese Brands 1st Edition |
|---|---|
| Author(s) | Zuohao Hu |
| Edition | 1st Edition |
| ISBN | 9781317205920, 9780367516666, 9781138671836, 9781315616766, 9781317205937, 9781317205913 |
| Publisher | Routledge |
| Format | PDF and EPUB |
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.
Book Instantly Available.
Safe Payment with PayPal and Stripe
24/7 Customer Service
