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ISBN-13: 9789819966073 / Angielski / Twarda / 2023

Jiazhuo George Wang;Shuo Qin;Allison Wang

Opis

This book focuses on how to succeed in China, the globe’s largest consumer market, through the branding market strategy. What are the undisclosed recipes that brands can follow to capture the attention and emotion of consumers in China? What’s the magical key to open the locked doors? The answer to these questions would be intriguing for many readers outside China, including but not limited to executives of global brands, owners of medium-and-small-sized businesses aiming for the global market, branding/marketing professionals, financial investors and analysts, business professors and researchers in universities and colleges, graduate and undergraduate students, and readers with an interest on these topics in the general public.In comparison with many case studies that focus on only a single or few cases, or else lean toward being a macro-discussions of China’s consumer market without in-depth analysis of representative cases, this book provides both. Many branding strategies, programs, and activities presented in this book are of the innovative type, which could be very fresh and interesting to readers. Many of the in-depth analyses and specific insights presented in this book are provided by well-recognized business analysts/writers, which may not be available in other publications. Overall, this book provides readers with the opportunity to receive some valuable new knowledge about how to succeed in the globe’s largest consumer market, providing foodstuff for both thought and enjoyment.

Spis treści

.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.

O autorze

Dr. Jiazhuo George Wang is a professor of finance and currently the chair of the Department of Accounting and Finance at the Lucille and Jay Chazanoff School of Business, College of Staten Island, CUNY. Prior to his academic career, he worked in the corporate world as a lead analyst at Bell Labs and AT&T Corporation for a decade. He is an author/editor of 9 books, as well as numerous article publications in leading business and economic journals in the USA, Europe, and China. His research interests have been in the fields of business cycle studies, business and economic forecasting, business models, business ethics, internet finance, inclusive finance, and small business research. Dr. Wang is a frequent speaker at various national and international business conferences and events and has been interviewed by many media outlets, including ABC News in the US, Financial Times in the UK, Le Monde in France, Exame in Brazil, and International Business News in China.

Dr. Shuo Qin holds a B.A. in journalism from Fudan University, a MPA from California State at Northridge, a Ph.D. in management from Sun Yat-Sen University in China, and a DBA in W.P. Carey School of Business (ASU). He began his journalism career with Nanfengchuang (South Wind Window) in Guangzhou in 1990 and was appointed editor-in-chief in 1997. Under his leadership, the magazine became a leading provider of political and economic news in China. In 2004, Dr. Qin helped start China Business News and served as editor-in-chief. He was also named the General Manager of China Business Network (CBN), China’s most comprehensive and influential finance-focused media group, in 2009. His most influential works include Brainstorm, How to Succeed in Communications, Touch China, American Show, Great Changes, and Say No to GDP Worship.