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Viac informácií o knihe International Digital Marketing in China

• Parametre knihy
• Anotácia kniha
• Obľúbené z iného súdka

Nákupom získate 191 bodov

Anotácia knihy

This book discusses key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of existing literature and a discussion of the unique characteristics of Chinese culture and the Chinese business environment, with a particular emphasis on the digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion sector. China has become a primary market for international firms and, with nearly 900 million internet users, is now home to the world's largest single digital user base. While this presents significant opportunities for international firms, there are many factors to consider when approaching this market. The book includes a real-world case study on a luxury retail firm operating in China, Florentia Village. On this basis, it provides a conceptual framework and discusses the theoretical and empirical implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management International business

• Celý názov: International Digital Marketing in China
• Podnázov: Regional Characteristics and Global Challenges
• Autor: Lala Hu
• Jazyk: Angličtina
• Väzba: Pevná
• Počet strán: 99
• EAN: 9783030381592
• ID: 25303271
• Nakladateľ: Springer Nature Switzerland AG
• Hmotnosť: 454 g
• Rozmery: 210 × 148 × 12 mm
• Dátum vydania: 17. March 2020

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