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This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself.

Product management --- Household appliances industry --- Household electronics industry --- China --- Commerce --- Consumer electronics industry --- Home electronics industry --- Electronic industries --- House furnishings industry and trade --- Brand management --- Management, Product --- Marketing --- Management --- Cina --- Kinë --- Cathay --- Chinese National Government --- Chung-kuo kuo min cheng fu --- Republic of China (1912-1949) --- Kuo min cheng fu (China : 1912-1949) --- Chung-hua min kuo (1912-1949) --- Kina (China) --- National Government (1912-1949) --- China (Republic : 1912-1949) --- People's Republic of China --- Chinese People's Republic --- Chung-hua jen min kung ho kuo --- Central People's Government of Communist China --- Chung yang jen min cheng fu --- Chung-hua chung yang jen min kung ho kuo --- Central Government of the People's Republic of China --- Zhonghua Renmin Gongheguo --- Zhong hua ren min gong he guo --- Kitaĭskai︠a︡ Narodnai︠a︡ Respublika --- Činská lidová republika --- RRT --- Republik Rakjat Tiongkok --- KNR --- Kytaĭsʹka Narodna Respublika --- Jumhūriyat al-Ṣīn al-Shaʻbīyah --- RRC --- Kitaĭ --- Kínai Népköztársaság --- Chūka Jinmin Kyōwakoku --- Erets Sin --- Sin --- Sāthāranarat Prachāchon Čhīn --- P.R. China --- PR China --- Chung-kuo --- Zhongguo --- Zhonghuaminguo (1912-1949) --- Zhong guo --- Chine --- République Populaire de Chine --- República Popular China --- Catay --- VR China --- VRChina --- 中國 --- 中国 --- 中华人民共和国 --- Jhongguó --- Bu̇gu̇de Nayiramdaxu Dundadu Arad Ulus --- Bu̇gu̇de Nayiramdaqu Dumdadu Arad Ulus --- Bu̇gd Naĭramdakh Dundad Ard Uls --- Khi︠a︡tad --- Kitad --- Dumdadu Ulus --- Dumdad Uls --- Думдад Улс --- Kitajska --- China (Republic : 1949- ) --- Marketing. --- Entrepreneurship. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Entrepreneur --- Intrapreneur --- Capitalism --- Business incubators --- PRC --- P.R.C. --- BNKhAU --- БНХАУ

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World War, 1939-1945 --- Bibliography. --- 971.06 --- 940.53 <01> --- -#BIBC:ruil --- European War, 1939-1945 --- Second World War, 1939-1945 --- World War 2, 1939-1945 --- World War II, 1939-1945 --- World War Two, 1939-1945 --- WW II (World War, 1939-1945) --- WWII (World War, 1939-1945) --- History, Modern --- Geschiedenis van Canada: dominion; zelfstandig Canada--(1931- ) --- Geschiedenis van Europa: Tweede Wereldoorlog--(1939-1945) (algemeen)--Bibliografieën. Catalogi --- Bibliography --- Canada --- -History --- -Bibliography --- 940.53 <01> Geschiedenis van Europa: Tweede Wereldoorlog--(1939-1945) (algemeen)--Bibliografieën. Catalogi --- 971.06 Geschiedenis van Canada: dominion; zelfstandig Canada--(1931- ) --- #BIBC:ruil --- Canada (Province) --- Province of Canada --- Dominion of Canada --- Ḳanadah --- Ḳanade --- Kanada (Dominion) --- Chanada --- كندا --- Канада --- Καναδάς --- Kanadas --- Republica de Canadá --- Dominio del Canadá --- Kanado --- کانادا --- Ceanada --- Yn Chanadey --- Chanadey --- 캐나다 --- Kʻaenada --- Kanakā --- קנדה --- カナダ --- Canadae --- Kanadaja --- 加拿大 --- קאנאדע --- Upper Canada --- Lower Canada --- History --- Jianada --- Kaineḍā --- World War, 1939-1945 - Canada - Bibliography.

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This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself.

Marketing --- Business management --- ondernemingsstrategieën --- marketing --- ondernemen --- China

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English literature

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