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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.
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.
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.
Chapter 1: Introduction.- Chapter 2: Research Methodology.- Chapter 3: Chinese Culture-Related Scales.- Chapter 4: General Marketing and Management Scales Developed in the Chinese Context.- Chapter 5: Exemplary Papers for Some Selected Scales.- Chapter 6: How to Adopt the Scales From This Book.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: |
xxii
299 S. 8 s/w Illustr. 43 farbige Illustr. 299 p. 51 illus. 43 illus. in color. |
| ISBN-13: | 9789819744879 |
| ISBN-10: | 9819744873 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Autor: |
Lee, Bernard
Yau, Oliver H. M. |
| Hersteller: |
Springer Singapore
Springer Nature Singapore |
| Maße: | 216 x 153 x 23 mm |
| Von/Mit: | Bernard Lee (u. a.) |
| Erscheinungsdatum: | 11.10.2024 |
| Gewicht: | 0,533 kg |
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.
Chapter 1: Introduction.- Chapter 2: Research Methodology.- Chapter 3: Chinese Culture-Related Scales.- Chapter 4: General Marketing and Management Scales Developed in the Chinese Context.- Chapter 5: Exemplary Papers for Some Selected Scales.- Chapter 6: How to Adopt the Scales From This Book.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: |
xxii
299 S. 8 s/w Illustr. 43 farbige Illustr. 299 p. 51 illus. 43 illus. in color. |
| ISBN-13: | 9789819744879 |
| ISBN-10: | 9819744873 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Autor: |
Lee, Bernard
Yau, Oliver H. M. |
| Hersteller: |
Springer Singapore
Springer Nature Singapore |
| Maße: | 216 x 153 x 23 mm |
| Von/Mit: | Bernard Lee (u. a.) |
| Erscheinungsdatum: | 11.10.2024 |
| Gewicht: | 0,533 kg |
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