TY - BOOK
T1 - Doing business with China, a marketing perspective
AU - Kostelijk, Erik Jan
AU - Alsem, Karel Jan
PY - 2015
Y1 - 2015
N2 - The goal of this book is to provide useful information to companies that do business in China, or that are considering doing so. We chose to apply a marketing perspective. Marketing, by definition, mediates between the customer and the brand (or the organization hosting the brand, figure 1) (Alsem, Kostelijk,2008). The main goal is to get customers and preferably to retain them. As a consequence,marketing deals with the demand side as well as the supply side of markets. Therefore, in this report, information is provided about Chinese customers and about Chinese companies. A central role in this report is for branding issues. Questions such as ‘Which brand values are important in China?’ or ‘How do Chinese companies do their marketing?’ are answered. Marklinq publication no. 9.
AB - The goal of this book is to provide useful information to companies that do business in China, or that are considering doing so. We chose to apply a marketing perspective. Marketing, by definition, mediates between the customer and the brand (or the organization hosting the brand, figure 1) (Alsem, Kostelijk,2008). The main goal is to get customers and preferably to retain them. As a consequence,marketing deals with the demand side as well as the supply side of markets. Therefore, in this report, information is provided about Chinese customers and about Chinese companies. A central role in this report is for branding issues. Questions such as ‘Which brand values are important in China?’ or ‘How do Chinese companies do their marketing?’ are answered. Marklinq publication no. 9.
KW - businessplannen
KW - marketingcommunicatie
KW - china
KW - business plans
KW - marketing communication
UR - https://www.hanze.nl/nld/onderzoek/kenniscentra/centrum-ondernemerschap/onderzoek/lectoraten/marketing-ondernemen/publicaties/publicaties/doing-business-china-a-marketing-perspective
M3 - Book
SN - 9789082348026
T3 - Marklinq publication
BT - Doing business with China, a marketing perspective
PB - Hanzehogeschool Groningen
CY - Groningen
ER -