International Digital Marketing in China: Regional Characteristics and Global Challenges

by Lala Hu

Book Overview

This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China's cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion...

• Format: Paperback
• Language: English
• ISBN: 3030381625
• ISBN13: 9783030381622
• Release Date: March 2021
• Publisher: Palgrave Pivot
• Length: 99 Pages
• Weight: 0.35 lbs.
• Dimensions: 0.3" x 5.8" x 8.3"