International Marketing Review, Volume 34, Number 4
ebook ∣ Brand management and consumer experience: an emerging market perspective · International Marketing Review
By Jiaxun He
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This ebook, composed of six chapters, aims to advance knowledge surrounding brand management in emerging markets from two different perspectives. The first three chapters focus on how global brands compete in emerging markets, and in contrast the three subsequent chapters mainly examine issues concerning local brands and how they compete against global brands.
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