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International Digital Marketing in China : Regional Characteristics and Global Challenges

Hu, Lala - 2020 - 1st ed. 2020.

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...

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