A Case Study of the Successful Branding Story of Xi’an Jiaotong-Liverpool University: A Holistic Marketing Perspective

Guohua Wu, Xiaojun Zhang, Lixian Qian*

*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationAsia Branding: Connecting Brands, Consumers and Companies
EditorsBang Nguyen, T C Melewar, Don E. Schultz
PublisherPalgrave Macmillan
Publication statusPublished - 2016

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