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Asia Branding
Bang Nguyen
T C Melewar
Don E. Schultz
其他書名
Connecting Brands, Consumers and Companies
出版
Bloomsbury Publishing
, 2017-09-16
主題
Business & Economics / International / General
ISBN
1137489960
9781137489968
URL
http://books.google.com.hk/books?id=VSBIEAAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers.
Asia Branding
is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.