What do affluent Chinese consumers want? : a semiotic approach to building brand literacy in developing markets
Laura R. Oswald
| Year of publication: |
2012
|
|---|---|
| Authors: | Oswald, Laura R. |
| Published in: |
Marketing management : a cultural perspective. - London : Routledge, ISBN 978-0-415-60683-7. - 2012, p. 130-144
|
| Subject: | Internationales Marketing | International marketing | Luxusgüter | Luxury goods | Markenimage | Brand image | Semiotik | Semiotics | Zielgruppe | Target group | Nationalkultur | National culture | China |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009507172