Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms

Industrial Marketing Management

Volumn 36, Issue 8, 2007, Pages 1046-1056

  Chen, Chien Wei ^a   Shen, Chung Chi ^b   Chiu, Wan Yu ^c  

^a NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

^b PROVIDENCE UNIVERSITY   (Taiwan)

^c Bristol Meyers Squibb Taiwan   (Taiwan)

Author keywords

Communication strategy; Integrated marketing communication; New product launch

Indexed keywords

EID: 34648820123     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2006.08.002     Document Type: Article

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