International Digital Marketing in China Regional Characteristics and Global Challenges /
| Main Author: | |
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| Corporate Author: | |
| Summary: | XV, 99 p. 10 illus., 5 illus. in color. text |
| Language: | English |
| Published: |
Cham :
Springer International Publishing : Imprint: Palgrave Pivot,
2020.
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| Edition: | 1st ed. 2020. |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/978-3-030-38160-8 |
| Format: | Electronic Book |
Table of Contents:
- Chapter 1: China’s marketing macro environment: Cultural characteristics and regional heterogeneity
- Chapter 2: The characteristics of the Chinese digital market
- Chapter 3: Chinese digital and mobile platforms
- Chapter 4: Luxury and fashion retailing in China: The case of Florentia Village
- Chapter 5: Mobile commerce in the fashion sector in China
- Chapter 6: The mobile customer journey in China: Implications and future research.