From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global domi

This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global domi

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur