The Nile on eBay Handbook of Contemporary Marketing in China by Cheng Lu Wang
Provides reviews of various marketing research areas in China. This book features empirical (both qualitative and quantitative) studies that investigate marketing issues with conceptual significance and managerial importance. It is suitable for those who are interested in contemporary China's markets, marketing research and marketing practices.
FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description
This book provides state-of-the-art reviews of various current marketing research areas in China. It also features empirical (both qualitative and quantitative) studies that investigate marketing issues with conceptual significance and managerial importance. The book provides a useful and comprehensive resource for academicians, professionals and practitioners who are interested in contemporary China's markets, marketing research and marketing practices.
Table of Contents
Marketing in China: A Historical Overview; The Development of Research Focus in Chinese Marketing Studies; Research on Marketing in China: Present & Future; The Chinese Notion of Guanxi; Growth Strategies in Emerging Markets: Examples from the Logistics Industry in the People's Republic of China; The Evolution & Governance of Marketing Channels in the People's Republic of China; Pricing Strategies: The Experience of Firms Operating in China; A Happy Man in a Buick: How Chinese Consumers Let Western Brands Enter Their Lives; Cultural Change & Buyer Behavior in China; Consumer Market Segmentation in China; Hedonic vs. Utilitarian Consumption; An Empirical Study on Inexperienced Inline Consumer's Window Shopping Behavior in China: A Transaction Cost Perspective; Marketing Strategy of a Chinese TV Manufacturer: The Case of Konka; The China Wine Market: A Case for Segmentation, Promotion, Distribution, Pricing, & Mode of Entry Decisions; Index.
Details ISBN1617616893 Publisher Nova Science Publishers Inc Year 2011 ISBN-10 1617616893 ISBN-13 9781617616891 Format Hardcover Publication Date 2011-03-01 Imprint Nova Science Publishers Inc Place of Publication New York Country of Publication United States DEWEY 658.800951 Pages 288 Short Title HANDBK OF CONTEMP MARKETING IN Language English Media Book Subtitle Theories & Practices UK Release Date 2011-03-01 AU Release Date 2011-03-01 NZ Release Date 2011-03-01 US Release Date 2011-03-01 Edited by Cheng Lu Wang Author Cheng Lu Wang Audience Professional & Vocational Illustrations Illustrations We've got this
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