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The new-style tea in China : the marketing strategy of HEYTEA /

This case study focuses on the tea industry in China and specifically on HEYTEA, a Chinese company pioneering the new-style tea concept. The case analyzes the marketing mix adopted by HEYTEA to differentiate its brand from its competitors and create a unique brand image. In detailing HEYTEA's m...

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Bibliographic Details
Main Authors: Filieri, Raffaele (Author), Xu, Yangjing (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:SAGE Business. Cases.
Subjects:
Branding (Marketing) > China > Case studies.
Advertising > Tea > China > Case studies.
Stratégie de marque > Chine > Études de cas.
Thé > Publicité > Chine > Études de cas.
Advertising > Tea
Branding (Marketing)
China
Electronic books.
Case studies
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Call Number: HF5415.1255 .F55 2022
 
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HF5415.1255 .F55 2022 Available