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Handbook of Contemporary Marketing in China: Theories and Practices

Editor: Cheng Lu Wang (University of New Haven, West Haven, CT, USA)

Published by: Nova Science Publishers, N.Y., 2011 First Quarter (Available)

Book Description:

This new 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 new book provides a useful and comprehensive resource for academicians, professionals and practitioners who are interested in contemporary China’s markets, marketing research and marketing practices.

Table of Contents:

Understanding Contemporary China’s Markets and Marketing Practices: Preface (Cheng Lu Wang)

Part 1: State-of-the-Art Review
Chapter 1: Marketing in China: A Historical Overview (Guoqin Guo)
Chapter 2: The Development of Research Focus in Chinese Marketing Studies (Guoqing Guo)
Chapter 3: Research on Marketing in China: Present and Future (Dongjin Li, Xingyao Ren and Yan Li)

Part 2: Unique Marketing Phenomena
Chapter 4: The Chinese Notion of Guanxi (Dorothy Ai-Wan Yen, Bradley R. Barnes and Cheng Lu Wang)
Chapter 5: Growth Strategies in Emerging Markets: Examples from the Logistics Industry in the People’s Republic of China (Nancy Wong and Xiaohong Liu)
Chapter 6: The Evolution and Governance of Marketing Channels in the People’s Republic of China (Carlyle Farrell and Xiaohua Lin)
Chapter 7: Pricing Strategies: The Experience of Firms Operating in China (Henry F L Chung and Pei-how Huang)

Part 3: Consumer Behavior
Chapter 8: A Happy Man in a Buick: How Chinese Consumers Let Western Brands Enter Their Lives (Maria Kniazeva)
Chapter 9: Cultural Change and Buyer Behavior in China (Yeqing Bao, Chenting Su, and Kevin Z. Zhou)
Chapter 10: Consumer Market Segmentation in China (En Chi Chang)
Chapter 11: Hedonic vs. Utilitarian Consumption (Yuhuang Zheng and Dan Su)
Chapter 12: An Empirical Study on Inexperienced Inline Consumer’s Window Shopping Behavior in China: A Transaction Cost Perspective (Hua Zhang and Fue Zeng)

Part 4: Cases
Chapter 13: Marketing Strategy of a Chinese TV Manufacturer: The Case of Konka (Marc Fetscherin and Paul Beuttenmuller)
Chapter 14: The China Wine Market: A Case for Segmentation, Promotion, Distribution, Pricing, and Mode of Entry Decisions (William Rhyne)

Appendix:
ÂÜÀòÉç¹ÙÍøt the Editor and Authors
Index

 

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