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Chinese Marketing and Management Scales

ISBN:
9789819744879
Auflage:
2024
Verlag:
Palgrave Macmillan, Springer Singapore
Land des Verlags:
Malaysia
Erscheinungsdatum:
11.10.2024
Format:
Hardcover
Seitenanzahl:
299
Ladenpreis
131,99EUR (inkl. MwSt. zzgl. Versand)
Lieferung in 5-10 Werktagen Versandkostenfrei ab 40 Euro in Österreich

This book aims to provide a complete compendium of Chinese Marketing and Management Scales, making it an invaluable resource for business researchers, practitioners, and scholars. Its purpose is to facilitate the measurement and evaluation of various constructs and variables within marketing and management, specifically designed for the Chinese context.

This book will be highly valuable for marketing researchers and practitioners working in the Chinese market. Our book's contributions to marketing research demonstrate our commitment to academic excellence and our desire to advance knowledge in this crucial field.

The book's structure is as follows: Chapter One serves as an introduction, giving an overview of the book's content, scope, and organization. Chapter Two covers the Scale Development Procedure. Chapter Three focuses on Chinese Culture-related Scales. Chapter Four presents General Marketing Scales Developed in the Chinese Context. Chapter Five showcases Exemplary Papers for Some Selected Scales, and Chapter Six provides a summary of the book.

Schlagwörter
Biografische Anmerkung

Prof. Oliver H. M. Yau, PhD, is now a Distinguished and Honorary Professor at The Hong Kong Metropolitan University.

Dr. Bernard Lee, DPhil (Oxon), PhD, DBA, having been accorded the privilege of serving as a Visiting Scholar at The University of Oxford, presently holds the esteemed position of Honorary Assistant Professor at The University of Hong Kong.