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Prof. Yau and Dr. Lee provide us with a very distinct perspective - one that is specifically tailored to cater to the needs of scholars interested in developing marketing and management theories that are relevant within the context of China.
--Prof. Christine Ennew, PhD, Emeritus Professor of Marketing, Warwick Business School
The authors' commitment to academic excellence and their meticulous approach to scale development make this book an authoritative guide for scholars and professionals alike.
--Prof. Sara Kim, PhD, Area Head of Marketing, Professor of Marketing, HKU Business School
As I stand on the periphery of this intellectual endeavor, it is with great pride and enthusiasm that I write these words in endorsement of "Chinese Marketing and Management Scales".
--Prof. Wann-Yih Wu, PhD, Professor, National Cheng Kung University, Taiwan
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.
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.
--Prof. Christine Ennew, PhD, Emeritus Professor of Marketing, Warwick Business School
The authors' commitment to academic excellence and their meticulous approach to scale development make this book an authoritative guide for scholars and professionals alike.
--Prof. Sara Kim, PhD, Area Head of Marketing, Professor of Marketing, HKU Business School
As I stand on the periphery of this intellectual endeavor, it is with great pride and enthusiasm that I write these words in endorsement of "Chinese Marketing and Management Scales".
--Prof. Wann-Yih Wu, PhD, Professor, National Cheng Kung University, Taiwan
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.
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.
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