New Book: Advances in Chinese Brand Management

As part of the Journal of Brand Management: Advanced Collections series a new book has been published edited by John M.T. Balmer and Weifeng Chen focused upon Chinese Brand Management. It includes a fascinating range of up-to-date articles on China that marshal research and scholarship undertaken by Chinese, British, European and American scholars. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China. Further details