Yes Logo Uncovering the Recipes of Branding Success in the World’s Largest Consumer Market /

Yes Logo Uncovering the Recipes of Branding Success in the World’s Largest Consumer Market /

Detalhes bibliográficos
Main Authors: Wang, Jiazhuo George (Author), Qin, Shuo (Author), Wang, Allison (Author)
Autor Corporativo: SpringerLink (Online service)
Resumo:XV, 207 p. 14 illus., 12 illus. in color.
text
Idioma:inglês
Publicado em: Singapore : Springer Nature Singapore : Imprint: Springer, 2023.
Edição:1st ed. 2023.
Assuntos:
Branding (Marketing).
Telemarketing.
Internet marketing.
Consumer behavior.
Branding.
Digital Marketing.
Consumer Behavior.
Acesso em linha:https://doi.org/10.1007/978-981-99-6608-0
Formato: Recurso Electrónico Livro
Sumário:
  • .1. Xiaomi: An Internet-Driven Miracle
  • Nongfu Spring: Down to the Soul of a Brand
  • Haier: A Brand That Started with A Smashed Fridge
  • Anta Sports: Rising with the Recreation of Global Brands
  • BYD: A Disrupter of the Emerging Market
  • WeChat: A Way of Life in the Information Age
  • DingTalk: The Digital Way of Working in China
  • The Ocean Engine: A Front Runner in Digital Marketing
  • A Lifestyle in the Third Place: Starbucks’ China Journey
  • Creating Beauty that Moves the World: L’Oréal in China.

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