Cultural consideration in branding strategy of Chinese patent medicine : field study in Singapore, Guangzhou and Hong Kong
Year of publication: |
2013
|
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Authors: | Zhang, Nan ; Liu, Jingjing ; Hu, Hao ; Wang, Yitao |
Published in: |
Journal of medical marketing : device, diagnostic and pharmaceutical marketing. - London [u.a.] : Sage, ISSN 1745-7904, ZDB-ID 2189085-7. - Vol. 13.2013, 3, p. 160-170
|
Subject: | Chinese Patent Medicine | marketing strategy | branding | culture | internationalization | Singapore | Guangzhou | Hong Kong | Hongkong | Singapur | China | Markenführung | Brand management | Patent | Internationales Marketing | International marketing |
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