From Chinese Brand Culture to Global Brands: Insights from aesthetics, fashion and history
- ISBN-10
- 1137276355
- ISBN-13
- 9781137276353
- Category
- Business & Economics
- Pages
- 219
- Language
- English
- Published
- 2013-10-08
- Publisher
- Springer
- Authors
- W. Zhiyan, J. Borgerson, J. Schroeder
Description
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
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