What Western marketers can learn from China : think content, not channels or advertising
Year of publication: |
2019
|
---|---|
Authors: | Whitler, Kimberly A. |
Published in: |
Harvard business review : HBR. - Boston, Mass. : Harvard Business School Publ. Corp., ISSN 0017-8012, ZDB-ID 2382-6. - Vol. 97.2019, 3, p. 74-82
|
Subject: | Internationales Marketing | International marketing | Markenführung | Brand management | China |
-
Branding cultural products in international markets : a study of Hollywood movies in China
Gao, Weihe, (2020)
-
Does country of origin affect brand associations? : the case of Italian brands in China
Checchinato, Francesca, (2013)
-
Suhud, Usep, (2021)
- More ...
-
Research in marketing strategy
Morgan, Neil A., (2019)
-
Theoretical underpinnings of research in strategic marketing : a commentary
Varadarajan, Rajan, (2019)
-
The criticality of CMO-CIO alignment
Whitler, Kimberly A., (2017)
- More ...