International Digital Marketing in China : Regional Characteristics and Global Challenges / by Lala Hu

By:

Hu, Lala [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer eBook CollectionPublisher: Cham : Springer International Publishing, 2020Publisher: Cham : Imprint: Palgrave Pivot, 2020Edition: 1st ed. 2020Description: 1 Online-Ressource(XV, 99 p. 10 illus., 5 illus. in color.)ISBN:

9783030381608

Subject(s):

Additional physical formats: 9783030381592 | 9783030381615 | 9783030381622 | Erscheint auch als: 9783030381592 Druck-Ausgabe | Erscheint auch als: 9783030381615 Druck-Ausgabe | Erscheint auch als: 9783030381622 Druck-Ausgabe | Erscheint auch als: International digital marketing in China. Druck-Ausgabe Cham, Switzerland : Palgrave Macmillan, 2020. xv, 99 SeitenDDC classification:

338.7095 23

DOI: DOI: 10.1007/978-3-030-38160-8Online resources:

Summary: Chapter 1: China’s marketing macro environment: Cultural characteristics and regional heterogeneity -- Chapter 2: The characteristics of the Chinese digital market -- Chapter 3: Chinese digital and mobile platforms -- Chapter 4: Luxury and fashion retailing in China: The case of Florentia Village -- Chapter 5: Mobile commerce in the fashion sector in China -- Chapter 6: The mobile customer journey in China: Implications and future research.Summary: 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 sector. With nearly 900 million internet users and an e-commerce market volume of over one thousand billion US dollars, China is the world's largest digital market. While this creates significant opportunities for international firms, there are many factors to consider when approaching this market. In order to understand the Chinese digital scenario, the book analyzes the characteristics of local internet platforms and consumer patterns. The book also presents a real-world case study on a luxury retail firm operating in China, Florentia Village, and the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike. Lala Hu is Assistant Professor of Marketing at the Catholic University of Milan, Italy, where she teaches Marketing, Marketing Management, and International Marketing. Previously, Dr. Hu was Postdoctoral Researcher and Adjunct Professor at Ca’ Foscari University of Venice. She has been a Visiting Scholar at several universities worldwide, including the Kellogg School of Management (Northwestern University, USA), Tongji University (Shanghai), and UIBE Beijing. She has been an Invited Lecturer at King’s College London, Department of Digital Humanities. Her research has been published in book chapters and peer-reviewed journals, including the European Business Review, the British Food Journal, the International Journal of Emerging Markets, and the Australasian Marketing Journal. She also writes for the online editions of WIRED and the leading Italian newspaper Corriere della Sera.PPN: PPN: 1694050890Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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