Holdings: Market entry in China

Market entry in China: case studies on strategy, marketing, and branding

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Bibliographic Details
Other Authors:	Prange, Christiane (Editor)
Format:	Book
Language:	English
Published:	Switzerland Springer [2016]
Series:	Management for professionals
Subjects:	Marktzugang Auslandsgeschäft Marketingstrategie Markenpolitik Markteintrittsstrategie China Aufsatzsammlung
Online Access:	Inhaltsverzeichnis
Item Description:	Enthält 18 Beiträge
Physical Description:	vi, 231 Seiten Illustrationen, Diagramme, Karten 23.5 cm x 15.5 cm, 0 g
ISBN:	3319291386 9783319291383

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MARC


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Record in the Search Index

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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
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ctrlnum	(OCoLC)950010585 (DE-599)DNB1080322116
discipline	Wirtschaftswissenschaften
format	Book
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isbn	3319291386 9783319291383
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physical	vi, 231 Seiten Illustrationen, Diagramme, Karten 23.5 cm x 15.5 cm, 0 g
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publisher	Springer
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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
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