This book includes a fascinating range of up-to-date articles on
China from the Journal of Brand Management that marshal research
and scholarship undertaken by Chinese, British, European and
American scholars. The development and management of brands in
China has emerged as an area of considerable and growing interest
among branding scholars and practitioners owing to the rise and
significance of brands within China. Providing an overview of the
development and management of brands in China, Advances in Chinese
Brand Management also contains case studies of centuries old and
greatly loved Chinese Corporate heritage brands, luxury brands,
prominent cultural brands and foreign brands in China.
General
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