| Popis: |
This new 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 new 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. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ Book Review------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------'Handbook of Contemporary Marketing in China: Theories and Practices'brings together significant discussions on various aspects of marketing practice in China. It is current and thus rightly titled as'contemporary.'Marketing practitioners and scholars will appreciate this excellent resource and reference aid in their respective endeavours concerning China, the largest emerging market of our time. For students with no prior exposure to marketing in China, this book will help get them up to date about the state of the knowledge in the field.'- Xiaohua Lin, International Journal of Consumer Research ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
