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008			231016s2023 si | o |||| 0|eng d
020			_a9789819966080
024	7		_a10.1007/978-981-99-6608-0 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415.1255 _b2023 EB
100	1		_aWang, Jiazhuo George _eautor _4aut _4http://id.loc.gov/vocabulary/relators/aut _9518236
245	1	0	_aYes Logo : _bUncovering the Recipes of Branding Success in the World's Largest Consumer Market _cby Jiazhuo George Wang, Shuo Qin, Allison Wang
250			_a1st ed 2023
264		1	_aSingapore _c2023 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aSpringer
505	0		_a.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.
520			_aThis 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.
988			_aSpringer_Business_2023
650		7	_2embne _9287583 _aMarcas (Marketing)
700	1		_9518237 _aQin, Shuo _eautor
700	1		_9518238 _aWang, Allison _eautor
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-981-99-6608-0 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE _n0
998			_db _b01/2024 _ee _zSI