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Full-Text Articles in Marketing
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
Perspectives@SMU
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates
The Evolving Chinese Luxury Consumer, Rane Xue, Xiaolei Gu
The Evolving Chinese Luxury Consumer, Rane Xue, Xiaolei Gu
Perspectives@SMU
Chinese who travel frequently or have lived abroad will shape the perception and understanding of luxury consumption going forward
Can Influencer Marketing Make Herbal Tea Cool?, Singapore Management University
Can Influencer Marketing Make Herbal Tea Cool?, Singapore Management University
Perspectives@SMU
A Singapore-based influencer marketing platform is tasked with the equivalent of trying to “sell bell-bottoms to Millennials”
Growing In Asia: P&G Turns To Market Research, Singapore Management University
Growing In Asia: P&G Turns To Market Research, Singapore Management University
Perspectives@SMU
“Create excitement in the market with new products; entice the competitors to play, and together, we can grow the market,” said Medhee Jarumaneeroj, the 'influencer marketing & external relations leader' for Procter & Gamble (P&G) Asia's male grooming outfit. Speaking at the Marketing Excellence Speaker Series, a monthly talk organised by SMU's Centre of Marketing Excellence, Jarumaneeroj expressed excitement about Asia as a huge growth market for the American multinational.