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International Digital Marketing in China

Overview of attention for book
Cover of 'International Digital Marketing in China'

Table of Contents

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    Book Overview
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    Chapter 1 China’s Marketing Macro Environment: Cultural Characteristics and Regional Heterogeneity
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    Chapter 2 The Characteristics of the Chinese Digital Market
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    Chapter 3 Chinese Digital and Mobile Platforms
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    Chapter 4 Luxury and Fashion Retailing in China: The Case of Florentia Village
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    Chapter 5 Mobile Commerce in the Fashion Sector in China
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    Chapter 6 The Mobile Customer Journey in China: Implications and Future Research Areas
Attention for Chapter 3: Chinese Digital and Mobile Platforms
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