China Branding - Martin J. Liu & Jun. Luo

China Branding

By Martin J. Liu & Jun. Luo

  • Release Date: 2019-09-14
  • Genre: Economics

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the  perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.
Martin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the “Zhejiang Provincial Branding Academy”, a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China.
Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research,International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research. 

Comments:

12 Comments
Taylor Mackenzie
Amazing! I love this site
Aston Ayers
Only Signup is easy and free, finally I can read this book China Branding with good quality. Thank you!
Ashley Ann
Been waiting to download this book for months. and finally came out too
Cheryl Lynn
This book China Branding is very nice, with quick read and download
Erin Cochran Cole
Great selection and quality is better than many Book Store, no kidding.
Kyle Magner
yes, i am also through this to download books
Eric Mn
Yes this really works! Just got my free account
Terry Barnes
One of the best book I've seen this year!
Pastor Shahuano
Excited, Happy Reading guys !!!
Laura Velez Garcia
Thanks, I'm so glad to be reading this book
Wouter van der Giessen
Laura Velez Garcia yes same me too
Janet McCann
Sign up was really easy. Less than 1 minute I was hooked up