International Renowned Brand's Complete Strategy for the Chinese Market

Author: Yang Minggang
Publisher:
Publish Date: 2003-12-01
Features: This book selects 40 innovative marketing cases of international well-known brands in China, which are real and representative. It covers a wide range of industries, including both hot and emerging sectors such as Cisco, Oracle, and Acer in the IT industry, as well as pillar and manufacturing industries like GE, Panasonic, LG, and Toshiba in the appliance sector, and Rolls-Royce, Mercedes-Benz, Volvo, and Toyota in the automotive sector. Additionally, it includes cases from the food, retail, finance, pharmaceutical, and apparel industries, such as Marlboro, Budweiser, and Danone. The specific cases are written based on "facts speak louder," bringing the unique journeys of international brands in China to the readers, revealing their marketing footprints in the Chinese market, disclosing their commercial secrets in China, and uncovering their successful strategies, tactics, and management methods in marketing to China. This book is suitable for readers from all walks of life, especially meeting the needs of Chinese businesses in learning, adapting, and innovating after China's entry into the WTO. It also provides vivid, close-up, and fresh inspiration and reference for research institutions, universities, and students in related majors and disciplines.