A Korean, a Chinese, and an Indian walk into an American bar : tapping the Asian-American goldmine
Year of publication: |
January-February 2017
|
---|---|
Authors: | Chen, Steven ; Kim, Yuna ; Kohli, Chiranjeev |
Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 60.2017, 1, p. 91-100
|
Subject: | Asian-Americans | Cultural branding | Branding strategies | Long tail marketing | Social media branding | Cross cultural marketing | Market penetration strategy | Markenführung | Brand management | China | Social Web | Social web | Südkorea | South Korea | Indien | India | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing |
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