Research Frontiers on the International Marketing Strategies of Chinese Brands by Hu, Zuohao

Research Frontiers on the International Marketing Strategies of Chinese Brands (Paperback) (ISBN-13: 9780367516666)

Vendor: Zuohao Hu
Product type: Books
Format: Paperback
$59.99
$59.99
$59.99
Subtotal: $59.99
Research Frontiers on the International Marketing Strategies of Chinese Brands by Hu, Zuohao

Research Frontiers on the International Marketing Strategies of Chinese Brands

$59.99
Research Frontiers on the International Marketing Strategies of Chinese Brands by Hu, Zuohao

Research Frontiers on the International Marketing Strategies of Chinese Brands

$59.99
Format: Paperback
Description
Description
x

This book proposes a theoretical framework for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.



Author: Zuohao Hu
ISBN-10: 0367516667
ISBN-13: 9780367516666
Publisher: Routledge
Language: English
Published: 04/28/2020
Pages: 208
Format: Paperback
Weight: 0.70lbs
Size: 9.21h x 6.14w x 0.47d
By Zuohao Hu
By Zuohao Hu
x

Zuohao Hu, Ph.D, Kyoto University, is professor of Marketing at School of Economics and Management of Tsinghua University. His research interests are Marketing Strategy, International Marketing, Channel Management and Brand Strategy.

Chen Xi, Ph.D, Tsinghua University, is associate professor of Marketing at the Business School of the China University of Political Science and Law. Her expertise is in consumer behaviour, international marketing, real estate marketing, and branding strategies.

Zhilin Yang is professor of Marketing at City University of Hong Kong. His expertise is on international marketing strategy.

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