Multinational companies marketing in China

Author: Lu Taihong
Publisher:
Publish Date: 2002-05-01
Features: Facing the new marketing environment after China's entry into the WTO, the most important task for domestic enterprises is to learn, adapt, and innovate. The book includes over 100 practical cases, with 28 major cases and 75 thematic cases, linked with rich background information and data. It provides a comprehensive perspective on the marketing activities of multinational companies in China over the past decade, analyzing their strategies and tactics in depth to offer vivid, close-range, and fresh insights for domestic companies to adapt to international competition under the WTO framework. It covers multinational companies and brands across various industries, presenting both the secrets of their success and the lessons from their failures.