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Handbook of contemporary marketing in China : theories and practices / Cheng Lu Wang, editor.
- Format:
- Book
- Series:
- Management science--theory and applications series.
- Management science--theory and applications
- Language:
- English
- Subjects (All):
- Marketing--China.
- Marketing.
- Consumer behavior--China.
- Consumer behavior.
- Physical Description:
- 1 online resource (304 p.)
- Place of Publication:
- New York : Nova Science Publishers, c2011.
- Language Note:
- English
- Summary:
- 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.
- Contents:
- pt. 1. State-of-the-art review
- pt. 2. Unique marketing phenomena
- pt. 3. Consumer behavior
- pt. 4. Cases.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- ISBN:
- 1-61728-726-1
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