From Chinese brand culture to global brands : insights from aesthetics, fashion and history /

"An insightful exploration of the global growth of Chinese brands that presents a unique Chinese perspective on history and culture in branding. China's growing economic power is an established fact, but why have Chinese brands so far been unable to translate success at home to internatio...

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Bibliographic Details

Main Author:	Zhiyan, Wu
Corporate Author:	ebrary, Inc
Other Authors:	Borgerson, Janet, Schroeder, Jonathan E., 1962-
Format:	eBook
Language:	English
Published:	New York : Palgrave Macmillan, 2013.
Subjects:	Branding (Marketing) > China. Brand name products > China. Electronic books.
Online Access:	Connect to the full text of this electronic book