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An inside business history of how five major global chocolate companies (Hershey, Nestlé, Cadbury, Mars, and Ferrero) competed to build brands and capture China’s emerging consumer market, exploring the strategic challenges and cultural, economic, and marketing dynamics that shaped their efforts in the rapidly evolving Chinese economy.
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Publisher: AMACOM
Publishing Year: 2009
ISBN: 9780814414323
Pages: 256