Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Title
Yes logo [electronic resource] : uncovering the recipes of branding success in the world's largest consumer market / Jiazhuo George Wang, Shuo Qin, Allison Wang.
ISBN
9789819966080 (electronic bk.)
9819966086 (electronic bk.)
9819966078
9789819966073
Publication Details
Singapore : Springer, [2023]
Language
English
Description
1 online resource (xv, 207 pages) : illustrations
Item Number
10.1007/978-981-99-6608-0 doi
Call Number
HF5415.1255 .W36 2023
Dewey Decimal Classification
658.8/27
Summary
This book focuses on how to succeed in China, the globes largest consumer market, through the branding market strategy. What are the undisclosed recipes that brands can follow to capture the attention and emotion of consumers in China? Whats the magical key to open the locked doors? The answer to these questions would be intriguing for many readers outside China, including but not limited to executives of global brands, owners of medium-and-small-sized businesses aiming for the global market, branding/marketing professionals, financial investors and analysts, business professors and researchers in universities and colleges, graduate and undergraduate students, and readers with an interest on these topics in the general public. In comparison with many case studies that focus on only a single or few cases, or else lean toward being a macro-discussions of Chinas consumer market without in-depth analysis of representative cases, this book provides both. Many branding strategies, programs, and activities presented in this book are of the innovative type, which could be very fresh and interesting to readers. Many of the in-depth analyses and specific insights presented in this book are provided by well-recognized business analysts/writers, which may not be available in other publications. Overall, this book provides readers with the opportunity to receive some valuable new knowledge about how to succeed in the globes largest consumer market, providing foodstuff for both thought and enjoyment.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Available in Other Form
Print version: 9789819966073
.1. Xiaomi: An Internet-Driven Miracle
Nongfu Spring: Down to the Soul of a Brand
Haier: A Brand That Started with A Smashed Fridge
Anta Sports: Rising with the Recreation of Global Brands
BYD: A Disrupter of the Emerging Market
WeChat: A Way of Life in the Information Age
DingTalk: The Digital Way of Working in China
The Ocean Engine: A Front Runner in Digital Marketing
A Lifestyle in the Third Place: Starbucks China Journey
Creating Beauty that Moves the World: LOral in China.