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China Branding: Cases from Zhejiang (Hardcover) (ISBN-13: 9789811393174)
Vendor:
Martin J. Liu
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Books
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Description
xThis book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the "ZhejiangMade" brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.
Author: Martin J. Liu
ISBN-10: 9811393176
ISBN-13: 9789811393174
Publisher: Palgrave MacMillan
Language: English
Published: 09/26/2019
Pages: 154
Format: Hardcover
Weight: 0.79lbs
Size: 8.27h x 5.83w x 0.44d
Author: Martin J. Liu
ISBN-10: 9811393176
ISBN-13: 9789811393174
Publisher: Palgrave MacMillan
Language: English
Published: 09/26/2019
Pages: 154
Format: Hardcover
Weight: 0.79lbs
Size: 8.27h x 5.83w x 0.44d
By Martin J. Liu
xMartin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the "Zhejiang Provincial Branding Academy", a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China.
Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research, International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research.
Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research, International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research.
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