Global brand expansion : how to select a market entry strategy
Year of publication: |
2010
|
---|---|
Authors: | Dev, Chekitan S. ; Brown, James R. ; Zhou, Kevin Zheng |
Published in: |
The Cornell School of hotel administration handbook of applied hospitality strategy. - Los Angeles, Calif. [u.a.] : Sage, ISBN 1-4129-0590-7. - 2010, p. 975-989
|
Subject: | Markenführung | Brand management | Internationaler Markteintritt | International market entry | Hotellerie | Hotel industry |
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