Research frontiers on the international marketing strategies of Chinese brands
By: Hu, Zuohao
Material type:
BookSeries: China perspectives series.Publisher: London : Routledge, c2017.Description: xiii, 207 p. : ill. ; 24 cm.ISBN: 9781138671836 Subject(s): Marketing -- China | Product management -- China | Branding (Marketing) -- ChinaDDC classification: 658.840951 HU RE
| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.840951 HU RE (Browse shelf) | Available | June2019 | T0062458 |
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| 658.84 UR DI Digital marketing strategy : text and cases / | 658.84 US MA Marketing across cultures / | 658.84091823 FL IN International marketing : an Asia-Pacific perspective | 658.840951 HU RE Research frontiers on the international marketing strategies of Chinese brands | 658.84195 TR MA Marketing across cultures / | 658.848 AL IN International marketing and export management / | 658.848 BA IN International marketing |
Includes bibliographical references (pages 190-202) and index.
• 1. Main topics and research framework of Chinese firms' international branding strategies / Zouhao Hu and Zhilin Yang
• 2. Development and main contents of international branding research / Xuenan Ju, Zuohao Hu and Zhilin Yang
• 3. Two perspectives of international marketing : standardization versus adaptation / Zuohao Hu
• 4. Characteristics and formation mechanism of born-global firms / Zuohao Hu and Xi Chen
• 5. Price leadership or branding strategy for Chinese firms / Xi Chen, ZuoHao Hu and Ping Zhao
• 6. Chinese frims' export strategy : OBM or OEM? / Zhonghe Han, Zuohao Hu and Lichao Zheng
• 7. Antecedents and consequences of distribution adaptation and price adaptation : a study of Chinese firms / Zuohao Hu, Fan Yi, Shunping Han and Zi Chen
• 8. The effect of overseas channel control on export performance / Zuohao Hu, Xi Chen and Ping Zhao
• 9. Characteristics and driving forces of China's born-global firms : a multi-case study / Xi Chen, Zuohao Hu and Ping Zhao
• 10. The internationalization of CHina's contracting and outsource firms : a multi-case study / Qingfei Xue.