Yes Logo : Uncovering the Recipes of Branding Success in the World's Largest Consumer Market

by Jiazhuo George Wang, Shuo Qin, Allison Wang

.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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Year of publication:	2023
Authors:	Wang, Jiazhuo G. ; Qin, Shuo ; Wang, Allison
Publisher:	2023.: Singapore : Springer Nature Singapore 2023.: Singapore : Imprint: Springer
Subject:	Marketing \| Branding \| Digital Marketing \| Scenario Marketing \| New Retail \| E-commerce \| Markenführung \| Brand management \| Einzelhandel \| Retail trade \| Online-Marketing \| Internet marketing \| Electronic Commerce \| Markenartikel \| Brand \| Konsumentenverhalten \| Consumer behaviour \| Welt \| World \| Marketingmanagement \| Marketing management \| Online-Handel \| Online retailing

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Extent:	1 Online-Ressource (XV, 207 p. 14 illus., 12 illus. in color.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-981-99-6608-0 ; 978-981-99-6607-3 ; 978-981-99-6609-7 ; 978-981-99-6610-3
Other identifiers:	10.1007/978-981-99-6608-0 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014415147