What is in a name? : transferring brands to China
Year of publication: |
2007
|
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Authors: | Mo, Julie ; McNicol, Jason ; Brouthers, Lance Eliot |
Published in: |
New world marketing. - Westport, Conn. [u.a.] : Praeger, ISBN 978-0-275-99276-7. - 2007, p. 93-106
|
Subject: | Multinationales Unternehmen | Transnational corporation | Internationales Marketing | International marketing | Markenführung | Brand management | Markentransfer | Brand extension | China |
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