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Thematic Research on Brand Management in Chinese Market

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Language
English
Publishers
LAP LAMBERT Academic Publishing (5 Jun. 2024)
Weight
0.5 KG
Publication Date
05/06/2024
ISBN-10
6207455916
Pages
340 pages
ISBN-13
9786207455911
Dimensions
15 x 1.96 x 22 cm
SKU
9786207455911
Author Name
Lydia Qianqian Li (Author)
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Description
Some changes are ongoing in current Chinese market, including but not limited to the following facets: ① the gap between Chinese local brands and global brands is narrowing, which brings positive impact on consumers' preferences toward local brands; ② new consumption brands are growing fast and also meeting with challenges of gaining more loyal consumers; ③ there has been great challenges for Chinese traditional local brands to renew themselves and grow; and ④ private brands of retailers are facing with severe competition from national brands. This book conducted several studies covering these brand management topics in Chinese market, aiming to shed lights on both theoretical understanding and practical implications on brand management issues.

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