From Chinese Brand Culture to Global Brands: Insights from aesthetics, fashion and history

Zhiyan, W.; Borgerson, J.; Schroeder, J.

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

Details

Published by: Palgrave Macmillan

Publication Date: 2013-01-01

Format: Paperback

ISBN-13: 9781349446636

DOI: 10.1057/9781137276353

Dimensions: 216cm x140cm

Pages: 219