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International Brand Management of Chinese Companies : Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets

Bell, Sandra (contributor) - 2008

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...