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Retail Internationalization in Emerging Countries by Karin Pennemann
Retail Internationalization in Emerging Countries by Karin Pennemann
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Retail Internationalization in Emerging Countries

The Positioning of Global Retail Brands in China
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Description

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.

Author Biography:

Karin Pennemann is a researcher at the Institute for Marketing and Retailing at the University of Trier, and exercises in addition to teaching abroad is a freelance consulting work.
Release date NZ
June 6th, 2013
Audience
  • Professional & Vocational
Illustrations
18 Illustrations, black and white; XIX, 179 p. 18 illus.
Pages
179
Dimensions
148x210x11
ISBN-13
9783834944917
Product ID
20762134

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