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Handbook of Contemporary Marketing in China "Theories and Practices"

Handbook of Contemporary Marketing in China "Theories and Practices"

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  • ISBN:9781622576432
  • Editorial: Nova Science Publishers
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:302
  • Idiomas:Ingles,Inglés

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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. This book provides a useful and comprehensive resource for academicians, professionals and practitioners who are interested in contemporary Chinas markets, marketing research and marketing practices.

Understanding Contemporary Chinas Markets and Marketing Practices: Preface;Part 1: State-of-the-Art Review;Chapter 1: Marketing in China: A Historical Overview;Chapter 2: The Development of Research Focus in Chinese Marketing Studies;Chapter 3: Research on Marketing in China: Present and Future;Part 2: Unique Marketing Phenomena;Chapter 4: The Chinese Notion of Guanxi;Chapter 5: Growth Strategies in Emerging Markets: Examples from the Logistics Industry in the Peoples Republic of China;Chapter 6: The Evolution and Governance of Marketing Channels in the Peoples Republic of China;Chapter 7: Pricing Strategies: The Experience of Firms Operating in China;Part 3: Consumer Behavior;Chapter 8: A Happy Man in a Buick: How Chinese Consumers Let Western Brands Enter Their Lives;

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