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"Squirrel: here i come!" : paradoxes of the brand /

In March 2011, a new vodka brand entered the Russian market. In spite of complete absence of an advertising campaign the appearance of "Squirrel: Here I Come!" vodka caused widespread public reaction. The Russian media responded to the launch and gossip and bloggers' comments snow-bal...

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Bibliographic Details
Main Authors: Gladkikh, Igor (Author), Glazunov, O. R. (Author), Domnin, V. N. (Author), Starov, Sergei (Author)
Format: eBook
Language:English
Published: London : Graduate School of Management, St. Petersburg State University, 2012.
Series:SAGE Knowledge. Cases.
Subjects:
Viral marketing > Russia > Case studies.
Vodka industry > Russia > Case studies.
Advertising > Alcoholic beverages > Russia > Case studies.
Marketing viral > Russie > Études de cas.
Vodka > Industrie > Russie > Études de cas.
Boissons alcoolisées > Publicité > Russie > Études de cas.
Advertising > Alcoholic beverages
Viral marketing
Vodka industry
Russia
Electronic books.
Case studies
Case studies.
Études de cas.
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Call Number: HF5414 .G53 2012
 
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HF5414 .G53 2012 Available