How To Make A Western Brand Successful In China Should It Rely On Its Western Image Or Adapt To Its Products Market

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How to make a Western brand successful in China: should it rely on its Western image or adapt to its products’ market?

Author : Isabelle Idrac
Publisher : GRIN Verlag
ISBN 13 : 3656477035
Total Pages : 97 pages
Book Rating : 4.6/5 (564 download)

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Book Synopsis How to make a Western brand successful in China: should it rely on its Western image or adapt to its products’ market? by : Isabelle Idrac

Download or read book How to make a Western brand successful in China: should it rely on its Western image or adapt to its products’ market? written by Isabelle Idrac and published by GRIN Verlag. This book was released on 2013-08-08 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

How to Make a Western Brand Successful in China

Author : Isabelle Idrac
Publisher :
ISBN 13 : 9783656477082
Total Pages : 104 pages
Book Rating : 4.4/5 (77 download)

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Book Synopsis How to Make a Western Brand Successful in China by : Isabelle Idrac

Download or read book How to Make a Western Brand Successful in China written by Isabelle Idrac and published by . This book was released on 2013-08 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: -, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods' provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn't work the same way and that impact on the Chinese consumers' profile. Besides, there are huge inequalities in China since the whole country doesn't evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers' expectations according to the products' activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer's adapted strategy and that a luxury brand should keep the same Western strategy in China.

Consumer Packaging Strategy

Author : Huda Khan
Publisher : Taylor & Francis
ISBN 13 : 1000637689
Total Pages : 141 pages
Book Rating : 4.0/5 (6 download)

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Book Synopsis Consumer Packaging Strategy by : Huda Khan

Download or read book Consumer Packaging Strategy written by Huda Khan and published by Taylor & Francis. This book was released on 2022-08-18 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.

Marketing Management

Author : Luca M. Visconti
Publisher : Routledge
ISBN 13 : 1351358820
Total Pages : 686 pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Marketing Management by : Luca M. Visconti

Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2020-05-04 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Advancing Technologies for Asian Business and Economics: Information Management Developments

Author : Ura, Dasho Karma
Publisher : IGI Global
ISBN 13 : 1466602775
Total Pages : 330 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Advancing Technologies for Asian Business and Economics: Information Management Developments by : Ura, Dasho Karma

Download or read book Advancing Technologies for Asian Business and Economics: Information Management Developments written by Ura, Dasho Karma and published by IGI Global. This book was released on 2012-03-31 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book offers the latest research available within the field of information management as it pertains to the Asian business market, promoting and coordinating developments in the field of Asian and Chinese studies, as well as presenting strategic roles of IT and management towards sustainable development"--

Measuring Marketing

Author : John A. Davis
Publisher : John Wiley & Sons
ISBN 13 : 1118153766
Total Pages : 358 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Measuring Marketing by : John A. Davis

Download or read book Measuring Marketing written by John A. Davis and published by John Wiley & Sons. This book was released on 2012-11-19 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

Advances in Global Marketing

Author : Leonidas C. Leonidou
Publisher : Springer
ISBN 13 : 3319613855
Total Pages : 517 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Advances in Global Marketing by : Leonidas C. Leonidou

Download or read book Advances in Global Marketing written by Leonidas C. Leonidou and published by Springer. This book was released on 2017-10-20 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.

Handbook of Management and Creativity

Author : Chris Bilton
Publisher : Edward Elgar Publishing
ISBN 13 : 1781000972
Total Pages : 424 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Management and Creativity by : Chris Bilton

Download or read book Handbook of Management and Creativity written by Chris Bilton and published by Edward Elgar Publishing. This book was released on 2014-01-01 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'In many organisations creativity is so often seen as the preserve of a small number of people with "artistic temperaments" but in my experience all sorts of people have creative abilities which can be used to the benefit of a "creative" organisation. The task of a manager is to find ways of exploiting this. This Handbook provides the reader with insights to help them and others to promote the kind of creativity that adds real value.' - Greg Dyke, Chair, British Film Institute; Chair, Football Association; Chancellor, University of York, UK and Director-General of the BBC 2000-2004

Global Branding and Country of Origin

Author : Gaetano Aiello
Publisher : Routledge
ISBN 13 : 1317625188
Total Pages : 133 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Global Branding and Country of Origin by : Gaetano Aiello

Download or read book Global Branding and Country of Origin written by Gaetano Aiello and published by Routledge. This book was released on 2016-04-14 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

EBOOK: International Marketing

Author : Pervez Ghauri
Publisher : McGraw Hill
ISBN 13 : 0077148169
Total Pages : 657 pages
Book Rating : 4.0/5 (771 download)

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Book Synopsis EBOOK: International Marketing by : Pervez Ghauri

Download or read book EBOOK: International Marketing written by Pervez Ghauri and published by McGraw Hill. This book was released on 2014-01-16 with total page 657 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

A Cultural History of Western Fashion

Author : Bonnie English
Publisher : Bloomsbury Publishing
ISBN 13 : 1350150908
Total Pages : 296 pages
Book Rating : 4.3/5 (51 download)

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Book Synopsis A Cultural History of Western Fashion by : Bonnie English

Download or read book A Cultural History of Western Fashion written by Bonnie English and published by Bloomsbury Publishing. This book was released on 2022-01-13 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Just as the clothes we wear can communicate our personality and how we want to be perceived, so fashion can reflect the politics and preoccupations of the society that produced it. A Cultural History of Western Fashion guides you through the relationships between haute couture and ready-to-wear designer fashions, popular culture, big business, high-tech production, as well as traditional and social media. Exploring fashion's interdisciplinary nature, English and Munroe also highlight the parallel evolution of clothing design and the other visual arts over the last 150 years. This new edition includes expanded coverage of the build up to the First World War and brings this classic text up to date. There is also a new chapter on smart textiles and technology, exploring the work of Hussein Chalayan and Iris Van Herpen among others, and expanded coverage of the role of sustainability in the contemporary fashion industry, including biosynthetic textile production and Stella McCartney's use of vegan leather.

Advertising and Promotion

Author : Chris Hackley
Publisher : SAGE
ISBN 13 : 1529756146
Total Pages : 330 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Advertising and Promotion by : Chris Hackley

Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2021-01-27 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers

Social and Economic Management in the Competitive Society

Author : Edgar Krau
Publisher : Springer Science & Business Media
ISBN 13 : 1461554691
Total Pages : 205 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Social and Economic Management in the Competitive Society by : Edgar Krau

Download or read book Social and Economic Management in the Competitive Society written by Edgar Krau and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: In many countries of the world there is a growing feeling of uneasiness about the economic situation and its related social consequences. Every day the newspapers tell us that the recession is over, but we see only that scores of organizations go bankrupt, while others are struggling hard to stay in business; that many people have lost their jobs, but welfare measures are being reduced or abolished altogether. By now we should have become aware that our society is not facing temporary market difficulties, but a much deeper and wider crisis with only one root in worldwide economic developments, while other roots are social and psychological in nature. These factors are intertwined, and therefore the answer to the crisis cannot merely be an economic cost-benefit analysis of organizational management. Sociocultural factors participate in the economic process even at the level of individual organizations, and what happens in them has backlash influences on the entire society. Therefore the problem is not the management of the individual organization, but the macroconception of management, which in the Western world of today separates the economic aspects from the social ones, and the individual organizations from society. Social and Economic Management in the Competitive Society begins by analyzing the management models of today to determine which characteristics yield the best results on the economic and social levels. The second step is to indicate the necessary changes of managerial thinking and acting, in order to boost economic results with reasonable profits while minimizing social costs. Finally, the potential ramifications of such changes are explored.

CIM 2 Assessing the Marketing Environment 2012

Author : BPP Learning Media
Publisher : BPP Learning Media
ISBN 13 : 1445376156
Total Pages : 241 pages
Book Rating : 4.4/5 (453 download)

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Book Synopsis CIM 2 Assessing the Marketing Environment 2012 by : BPP Learning Media

Download or read book CIM 2 Assessing the Marketing Environment 2012 written by BPP Learning Media and published by BPP Learning Media. This book was released on 2012-06 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: A core text book for the CIM Qualification.

Internationalization of Emerging Economies and Firms

Author : M. Marinov
Publisher : Springer
ISBN 13 : 0230363660
Total Pages : 419 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis Internationalization of Emerging Economies and Firms by : M. Marinov

Download or read book Internationalization of Emerging Economies and Firms written by M. Marinov and published by Springer. This book was released on 2011-11-30 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explores the impact of country and firm specific factors, the role of institutions and governments, the strive for compensation of initial disadvantages and the struggle in finding ways to counterbalance late coming into the international arena in the process of internationalization.

Asian Brand Strategy (Revised and Updated)

Author : M. Roll
Publisher : Springer
ISBN 13 : 113735917X
Total Pages : 339 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Asian Brand Strategy (Revised and Updated) by : M. Roll

Download or read book Asian Brand Strategy (Revised and Updated) written by M. Roll and published by Springer. This book was released on 2016-02-11 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

Business, Economics, Financial Sciences, and Management

Author : Min Zhu
Publisher : Springer Science & Business Media
ISBN 13 : 364227966X
Total Pages : 876 pages
Book Rating : 4.6/5 (422 download)

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Book Synopsis Business, Economics, Financial Sciences, and Management by : Min Zhu

Download or read book Business, Economics, Financial Sciences, and Management written by Min Zhu and published by Springer Science & Business Media. This book was released on 2012-02-11 with total page 876 pages. Available in PDF, EPUB and Kindle. Book excerpt: A series of papers on business, economics, and financial sciences, management selected from International Conference on Business, Economics, and Financial Sciences, Management are included in this volume. Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively. Management comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal. Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources and natural resources. The proceedings of BEFM2011 focuses on the various aspects of advances in Business, Economics, and Financial Sciences, Management and provides a chance for academic and industry professionals to discuss recent progress in the area of Business, Economics, and Financial Sciences, Management. It is hoped that the present book will be useful to experts and professors, both specialists and graduate students in the related fields.