Handbook of Contemporary Marketing in China : Theories and Practices

by Wang, Cheng Lu

• ISBN13: 9781617616891
• ISBN10: 1617616893
• Format: Hardcover
• Copyright: 2010-12-15
• Publisher: Nova Science Pub Inc

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.

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

Table of Contents provided by Publisher. All Rights Reserved.