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Market Entry in China

Market Entry in China

Case Studies on Strategy, Marketing, and Branding

by Christiane Prange
Paperback
Publication Date: 20/06/2018
  $134.56
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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.
ISBN:
9783319804996
9783319804996
Category:
Sales & marketing
Format:
Paperback
Publication Date:
20-06-2018
Publisher:
Springer International Publishing AG
Country of origin:
Switzerland
Pages:
231
Dimensions (mm):
235x155x13mm
Weight:
3.69kg

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