Marketing to China in China and from China.

Format:

Book

Series:

Marketing Intelligence & Planning ; 24, no. 4

Language:

English

Subjects (All):

Marketing.

Export marketing.

Physical Description:

1 online resource (109 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2006.

Language Note:

English

Summary:

This e-book features six articles - five of which focus on China or its near neighbors. Titles include: ""marketing to Chinese consumers"" and ""The globalization of Chinese brands""

Contents:

Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Editorial; A comparison of marketing teaching methods in North American and European universities; Transition to a market orientation in China: preliminary evidence; Corporate branding versus product branding in emerging markets; The globalisation of Chinese brands; Marketing to Chinese consumers on the internet; Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers; Consumers' "mental accounting" in response to unexpected price savings at the point of sale

Notes:

Description based upon print version of record.

ISBN:

1-280-70593-0

9786610705931

1-946630-43-8

1-84663-043-6

OCLC:

171580147