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Advertising Age Article Abstract

Starbucks Delves Deeply Into Local Culture to Reach Chinese Consumers

Marketers and Agencies Share Strategies for Branding in Lower Tiers at Ad Age Conference in Shanghai

Published: September 07, 2012

As marketers in China focus more on lower-tier cities after building strong presences in Shanghai and Beijing, Starbucks is designing a store in Fuzhou that draws deeply on the local culture of this second-tier city in Fujian province. ...

Full Article Word count: 783

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