| 036a | XA-DE |
| 037b | eng |
| 077a | 277213959 Buchausg. u.d.T.: ‡Bell, Sandra: International brand management of Chinese companies |
| 087q | 978-3-7908-2029-4 |
| 100b | Bell, Sandra |
| 331 | International Brand Management of Chinese Companies |
| 335 | Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets |
| 410 | Heidelberg |
| 412 | Physica-Verlag Heidelberg |
| 425 | 2008 |
| 425a | 2008 |
| 433 | Online-Ressource (digital) |
| 451b | Contributions to Economics |
| 501 | Literaturverz. S. 339 - 369 |
| 517 | Introduction; Theory of international brand management; The who is who of Chinese branded companies; Hypotheses - How to enter developed markets; Empirical study; The Chinese way of international brand management; Summary and future research |
| 527 | Buchausg. u.d.T.: ‡Bell, Sandra: International brand management of Chinese companies |
| 540a | ISBN 978-3-7908-2030-0 |
| 700 | |KJS |
| 700 | |KJSM |
| 700 | |BUS043000 |
| 700b | |658.8 |
| 700b | |658.4040951 |
| 700b | |658.827 |
| 700b | |6588/27 |
| 700b | |330 |
| 700c | |HF5410-5417.5 |
| 700g | 1270742647 QP 624 |
| 700g | 1271501511 QG 860 |
| 750 | This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself. |
| 902g | 208885382 China |
| 902s | 209640324 Elektronikindustrie |
| 902s | 209735759 Markenpolitik |
| 902s | 209566647 Strategisches Management |
| 902s | 208852751 Auslandsgeschäft |
| 907g | 208885382 China |
| 907s | 209640324 Elektronikindustrie |
| 907s | 209735759 Markenpolitik |
| 907s | 209566647 Strategisches Management |
| 907s | 208852751 Auslandsgeschäft |
| 012 | 280606826 |
| 081 | International Brand Management of Chinese Companies |
| 100 | Springer E-Book |
| 125a | Elektronischer Volltext - Campuslizenz |
| 655e | $uhttp://dx.doi.org/10.1007/978-3-7908-2030-0 |
