TITLE

Brand warriors in China

AUTHOR(S)
Gilmore, Fiona
PUB. DATE
September 2003
SOURCE
Brand Strategy;Sep2003, Issue 175, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the global competition for brands by Western companies in the Chinese market. Benefits of strategic alliances between firms; Concepts of branding; Importance of branding for companies.
ACCESSION #
10944202

 

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