Market entry in China: case studies on strategy, marketing, and branding
Gespeichert in:
Weitere Verfasser: | |
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Format: | Buch |
Sprache: | English |
Veröffentlicht: |
Switzerland
Springer
[2016]
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Schriftenreihe: | Management for professionals
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Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Beschreibung: | Enthält 18 Beiträge |
Beschreibung: | vi, 231 Seiten Illustrationen, Diagramme, Karten 23.5 cm x 15.5 cm, 0 g |
ISBN: | 3319291386 9783319291383 |
Internformat
MARC
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Datensatz im Suchindex
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adam_text | Contents
Part I Introduction
The Promise of China.................................................. 3
Christiane Prange
Internationalizing to China: Challenges and Pitfalls.................. 9
Christiane Prange
Marketing Decisions in China: Positioning, Branding,
Marketing Mix........................................................ 17
Christiane Prange
Overview of the Book................................................. 27
Christiane Prange
Part II Automotive Industry
Audi and the Chinese Market: A Success Story...................... 37
Sylvie Hertrich and Ulrike Mayrhofer
Can PSA Peugeot Citroen Succeed in China?......................... 45
Zhuomin Qin
Part III Retail Industry
Marks Spencer: A Global Expansion to Acquire Lost Momentum?... 61
Umair Ahmed
IKEA in China: A “Glocal” Marketing Strategy...................... 73
Veronica Giunta
China’s Retailing Graveyard: A Case Study of TESCO................ 95
Pauline Cosijn
v
vi Contents
Part IV Fashion, Luxury, and Play
Take the Opportunity to Pilfer a Goat: Lessons from
Gieves Hawkes...................................................... 107
Klaus Heine, Katharina Kiibrich, and Jaihak Chung
HTH’s Exploration in China........................................... 121
Dong Bian
Master International Franchising in China: The Case
of the Athlete’s Foot................................................ 133
Ilan Alon
Mattel’s Second Attempt to Crack the Chinese Market: Will China
Embrace the American Barbie Doll This Time?.......................... 147
Britt Kiihne
Part V Beverages and Food
TPresso: Is the Tea Machine Too Cheap for the Chinese Market? .... 167
Christiane Prange
Coca-Cola in China: Will Their Brands Survive in This Challenging
Market?.............................................................. 183
Patricia Schnitger
Danone-Dumex in China: The First Drink of Milk....................... 197
Hua Li and Yao Chen Grenot
Part VI Summary and Outlook
Preparing Business Activities in China............................... 217
Christiane Prange
The Future........................................................... 223
Christiane Prange
Author Biographies
227
|
any_adam_object | 1 |
author2 | Prange, Christiane |
author2_role | edt |
author2_variant | c p cp |
author_GND | (DE-588)171561376 |
author_facet | Prange, Christiane |
building | Verbundindex |
bvnumber | BV043651855 |
classification_rvk | QG 860 QP 612 |
ctrlnum | (OCoLC)950010585 (DE-599)DNB1080322116 |
discipline | Wirtschaftswissenschaften |
format | Book |
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genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
genre_facet | Aufsatzsammlung |
geographic | China (DE-588)4009937-4 gnd |
geographic_facet | China |
id | DE-604.BV043651855 |
illustrated | Illustrated |
indexdate | 2024-07-10T07:31:35Z |
institution | BVB |
isbn | 3319291386 9783319291383 |
language | English |
oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029065442 |
oclc_num | 950010585 |
open_access_boolean | |
owner | DE-355 DE-BY-UBR DE-20 |
owner_facet | DE-355 DE-BY-UBR DE-20 |
physical | vi, 231 Seiten Illustrationen, Diagramme, Karten 23.5 cm x 15.5 cm, 0 g |
publishDate | 2016 |
publishDateSearch | 2016 |
publishDateSort | 2016 |
publisher | Springer |
record_format | marc |
series2 | Management for professionals |
spelling | Market entry in China case studies on strategy, marketing, and branding Christiane Prange (Editor) Switzerland Springer [2016] vi, 231 Seiten Illustrationen, Diagramme, Karten 23.5 cm x 15.5 cm, 0 g txt rdacontent n rdamedia nc rdacarrier Management for professionals Enthält 18 Beiträge Marktzugang (DE-588)4074590-9 gnd rswk-swf Auslandsgeschäft (DE-588)4003763-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markteintrittsstrategie (DE-588)4326311-2 gnd rswk-swf China (DE-588)4009937-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content China (DE-588)4009937-4 g Markteintrittsstrategie (DE-588)4326311-2 s Markenpolitik (DE-588)4144679-3 s Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 Auslandsgeschäft (DE-588)4003763-0 s Marktzugang (DE-588)4074590-9 s 2\p DE-604 Prange, Christiane (DE-588)171561376 edt Erscheint auch als 978-3-319-29139-0 Online-Ausgabe Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029065442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
spellingShingle | Market entry in China case studies on strategy, marketing, and branding Marktzugang (DE-588)4074590-9 gnd Auslandsgeschäft (DE-588)4003763-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markteintrittsstrategie (DE-588)4326311-2 gnd |
subject_GND | (DE-588)4074590-9 (DE-588)4003763-0 (DE-588)4120697-6 (DE-588)4144679-3 (DE-588)4326311-2 (DE-588)4009937-4 (DE-588)4143413-4 |
title | Market entry in China case studies on strategy, marketing, and branding |
title_auth | Market entry in China case studies on strategy, marketing, and branding |
title_exact_search | Market entry in China case studies on strategy, marketing, and branding |
title_full | Market entry in China case studies on strategy, marketing, and branding Christiane Prange (Editor) |
title_fullStr | Market entry in China case studies on strategy, marketing, and branding Christiane Prange (Editor) |
title_full_unstemmed | Market entry in China case studies on strategy, marketing, and branding Christiane Prange (Editor) |
title_short | Market entry in China |
title_sort | market entry in china case studies on strategy marketing and branding |
title_sub | case studies on strategy, marketing, and branding |
topic | Marktzugang (DE-588)4074590-9 gnd Auslandsgeschäft (DE-588)4003763-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markteintrittsstrategie (DE-588)4326311-2 gnd |
topic_facet | Marktzugang Auslandsgeschäft Marketingstrategie Markenpolitik Markteintrittsstrategie China Aufsatzsammlung |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029065442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
work_keys_str_mv | AT prangechristiane marketentryinchinacasestudiesonstrategymarketingandbranding |