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International Brand Management of Chinese Companies

Overview of attention for book
Cover of 'International Brand Management of Chinese Companies'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 Theory of international brand management
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    Chapter 3 The who is who of Chinese branded companies
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    Chapter 4 Hypotheses – How to enter developed markets
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    Chapter 5 Empirical study
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    Chapter 6 The Chinese way of international brand management
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    Chapter 7 Summary and future research
Attention for Chapter 2: Theory of international brand management
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