Retail Internationalization in Emer - E-book

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Retail Internationalization In Emerging Countries - ENG

The Positioning Of Global Retail Brands In China

Karin Pennemann

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Sinopsis

ISBN:	9783834944924
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2013-05-30

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.

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