Amvik eBook Solutions

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur

This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce me

China is the largest emerging market economy and the second largest economy in the world which makes the experiences of Chinese firms and firms in China crucial

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global domi