Marketing Expansive Strategies of Scotch Whisky in China Market: A Challenger's perspective

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Marketing Expansive Strategies of Scotch Whisky in China Market: A Challenger's perspective

"Love makes the world go round? Not at all. Whisky makes it go round twice as fast!" Compton Mackenzie wrote in the book - " Whisky Galore". Being famously called the "water of life", Scotch whisky has been the world's leading spirit drink and outsells every other...

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Bibliographic Details
Main Author:	Wang, Wenchuang
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2005
Subjects:	Scotch whisky marketing expansive strategies China market challenger
Online Access:	https://eprints.nottingham.ac.uk/20008/

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