Handbook of Contemporary Marketing in China: Theories and Practices (Management Science: Theory and Applications)

This book provides state-of-the-art reviews of various current marketing research areas in China. It also features empirical (both qualitative and quantitative) studies that investigate marketing issues with conceptual significance and managerial importance. This book provides a useful and comprehensive resource for academicians, professionals and practitioners who are interested in contemporary Chinas markets, marketing research and marketing practices.