International Digital Marketing in China : Regional Characteristics and Global Challenges

by Lala Hu

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.

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Year of publication:	2020 ; 1st ed. 2020.
Authors:	Hu, Lala
Publisher:	2020.: Cham : Springer International Publishing 2020.: Cham : Imprint: Palgrave Pivot
Subject:	Online-Marketing \| Internet marketing \| China \| Wirtschaft \| Digitalisierung \| Internationales Marketing

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Extent:	1 Online-Ressource(XV, 99 p. 10 illus., 5 illus. in color.)
Series:	Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-38160-8 ; 978-3-030-38159-2 ; 978-3-030-38161-5 ; 978-3-030-38162-2
Other identifiers:	10.1007/978-3-030-38160-8 [DOI]
Classification:	China ; Marketing ; Wirtschaftsentwicklung, Wirtschaftsstruktur: Allgemeines
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012399278