Table Of Contents: Volume 24 Issue 4 - Special Issue: Marketing to China, in China and from China
To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options.
The research objective was to assess the challenges of transition that firms face in adopting a market orientation in China, as the basis for providing a context‐specific…
To build a conceptual framework for the development of branding strategy from the pint of view of a Western firm entering a market in a developing economy.
To identify key success factors related to internet advertising, in the specific case of a portal directed at a teenage audience in Hong Kong; to derive a generally…
To investigate shoppers' decision‐making behaviour under conditions of expected and unexpected in‐store price discounts, using mental accounting theory as the analytical framework.
Online date, start – end:1983
Copyright Holder:Emerald Publishing Limited
- Associate Professor Thomas Brashear Alejandro