Faithin Omaha eBook Collection

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global domi

This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China’s search for modernity and cultural glo

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur

This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce me

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d