Yau, Oliver H. M <br/><br/>
Chinese marketing and management scales 

 - Singapore  Palgrave Macmillan  2024 
 - xxii, 299 p. 
<br/><br/> Table of content:<br/>Introduction<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 1-13<br/>Research Methodology<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 15-59<br/>Chinese Culture-Related Scales<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 61-119<br/>General Marketing and Management Scales Developed in the Chinese Context<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 121-202<br/>Exemplary Paper for a Selected Scale<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 203-247<br/>How to Adopt the Scales from This Book<br/>Oliver H. M. Yau, Bernard Lee<br/>Pages 249-278<br/><br/>[https://link.springer.com/book/10.1007/978-981-97-4488-6] 
<br/><br/> 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.<br/><br/>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.<br/><br/>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.<br/><br/>(https://link.springer.com/book/10.1007/978-981-97-4488-6) 
<br/><br/><label>ISBN: </label>9789819744879 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--China
<br/><br/><label>Dewey Class. No.: </label>658.8  / YAU