| Journal Call no. | P92.A7M45 |
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| Author | Lai, Iris. |
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| Article Title | Heineken heads below the line to build brand awareness in mainland / Iris Lai. |
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| Is Part Of | Media : Asia's media & marketing newspaper ; 27 Nov 1998, p.22, illus. |
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| Abstract | Heineken has taken on a below-the-line marketing initiative as its core tactic to build up its premier brand position in China. Events sponsorship and promotions are proving to be the most effective marketing platforms to generate publicity and awareness in the mainland, said Heineken field marketing manager Derck Van Karnebeek. |
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