Chinese marketing and management scales

By:

Yau, Oliver H. M

Contributor(s):

Lee, Bernard

Material type: Text

TextPublication details: Palgrave Macmillan Singapore 2024Description: xxii, 299 pISBN:

9789819744879

Subject(s):

Marketing--China

DDC classification:

658.8 YAU

Summary: 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. (https://link.springer.com/book/10.1007/978-981-97-4488-6)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 YAU (Browse shelf(Opens below))	1	Available		007258

Table of content:
Introduction
Oliver H. M. Yau, Bernard Lee
Pages 1-13
Research Methodology
Oliver H. M. Yau, Bernard Lee
Pages 15-59
Chinese Culture-Related Scales
Oliver H. M. Yau, Bernard Lee
Pages 61-119
General Marketing and Management Scales Developed in the Chinese Context
Oliver H. M. Yau, Bernard Lee
Pages 121-202
Exemplary Paper for a Selected Scale
Oliver H. M. Yau, Bernard Lee
Pages 203-247
How to Adopt the Scales from This Book
Oliver H. M. Yau, Bernard Lee
Pages 249-278

[https://link.springer.com/book/10.1007/978-981-97-4488-6]

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.

(https://link.springer.com/book/10.1007/978-981-97-4488-6)

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