International brand management of Chinese companies
International brand management of Chinese companies
About this book
"This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management."--BOOK JACKET.
Details
- OL Work ID
- OL11453261W
Subjects
CommerceProduct managementHousehold appliances industryHousehold electronics industryHousehold appliancesIndustries, chinaChina, commerce