The article focuses on the announcement from The Inner Mongolia Mengniu Milk Industry Co. that it has formed an alliance with the National Basketball Association. Mengniu will promote its products on televised games, and participate in the NBA's road show "Jam Van." Details of a global-expansion strategy devised by consulting firm McKinsey & Co. are discussed.
CITATION STYLE
Madden, N. (2007). How a Chinese dairy plans to become a global brand. Advertising Age, 78(5), 31. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=23921550&lang=de&site=ehost-live
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