Store besparelser
Hurtig levering
Gemte
Log ind
0
Kurv
Kurv
International Digital Marketing in China
- Regional Characteristics and Global Challenges
Af: Lala Hu
Engelsk Paperback
International Digital Marketing in China
- Regional Characteristics and Global Challenges
Af: Lala Hu
Engelsk Paperback

526 kr
Tilføj til kurv
Sikker betaling
6 - 8 hverdage

Om denne bog

This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China''s cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion sector.

With nearly 900 million internet users and an e-commerce market volume of over one thousand billion US dollars, China is the world''s largest digital market. While this creates significant opportunities for international firms, there are many factors to consider when approaching this market. In order to understand the Chinese digital scenario, the book analyzes the characteristics of local internet platforms and consumer patterns.

The book also presents a real-world case study on a luxury retail firm operating in China,
Florentia Village, and the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike.

Product detaljer
Sprog:
Engelsk
Sider:
99
ISBN-13:
9783030381622
Indbinding:
Paperback
Udgave:
ISBN-10:
3030381625
Udg. Dato:
17 mar 2021
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer Nature Switzerland AG
Oplagsdato:
17 mar 2021
Forfatter(e):
Kategori sammenhænge