The marketing of a consumer icon: Mini Cooper into Japan ‐ coals to Newcastle?
Year of publication: |
1997
|
---|---|
Authors: | Laverick, Stuart ; Johnston, Kevin |
Published in: |
Marketing Intelligence & Planning. - MCB UP Ltd, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 15.1997, 4, p. 179-184
|
Publisher: |
MCB UP Ltd |
Subject: | Automotive industry | Brand image | Japan | Product positioning | Strategic marketing | Rover Group |
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