Chinese Marketing and Management Scales

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Synopsis

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.

Book details

Author:
Oliver H. Yau, Bernard Lee
ISBN:
9789819744886
Related ISBNs:
9789819744879
Publisher:
Springer Nature Singapore
Pages:
N/A
Reading age:
Not specified
Includes images:
Yes
Date of addition:
2024-10-11
Usage restrictions:
Copyright
Copyright date:
2024
Copyright by:
The Editor 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction