CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect
CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. Specifically, the book discusses what brand relationship means and how to measure and manage br
"Chinese International Investments provides authoritative academic and professional insights into Chinese international investments in Europe, Asia, Africa and the Americas. It offers a wide range of
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed,
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed,
The development of the Chinese MNC is a new feature of globalization, one that will undoubtedly change the world. Why do Chinese firms internationalize, how do they do so, and what will be the impact
