株式会社極東書店トップ ＞ 商品一覧 ＞ Market Entry in China: Case Studies on Strategy, Marketing, and Branding. Softcover reprint of the original 1st ed. 2016
商品詳細
Market Entry in China: Case Studies on Strategy, Marketing, and Branding. Softcover reprint of the original 1st ed. 2016
・ISBN 978-3-319-80499-6 paper EUR 69.99
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お気に入り
★★★
| 著者・編者 | Prange, Christiane (ed.), |
|---|---|
| シリーズ | (Management for Professionals) |
| 出版社 | (Springer International Publishing AG, SZ) |
| 出版年月 | 2018 |
| ページ数 | 231 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A02-77465＞ |
解説
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.