Dual branding strategy for a successful new product launch in China
Pong Yuen Lam; Annie Chan; Hannie Gopaoco; Kevin Oh; Tsz Him So
| Year of publication: |
2013
|
|---|---|
| Authors: | Pong Yuen Lam ; Chan, Annie ; Gopaoco, Hannie ; Oh, Kevin ; Tsz Him So |
| Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 56.2013, 5, p. 583-589
|
| Subject: | Branding strategy | Line extension | New product launch | Product name | Minute Maid | China market | China | Markenführung | Brand management | Produktentwicklung | New product development | Marketingmanagement | Marketing management | Markenartikel | Brand | Markentransfer | Brand extension | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010125840