| 1556700 |
A comparison of marketing teaching methods in North American and European universities
Inés Küster, Natalia Vila
(pp. 319-331)
Keywords:
Education,
Europe,
Marketing,
North America,
Teaching methods
ArticleType: Research paper
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(86 KB)
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| 1556701 |
Transition to a market orientation in China: preliminary evidence
Ian Bathgate, Maktoba Omar, Sonny Nwankwo, Yinan Zhang
(pp. 332-346)
Keywords:
China,
Market orientation,
Transition management
ArticleType: Research paper
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(99 KB)
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| 1556702 |
Corporate branding versus product branding in emerging markets: A conceptual framework
Henry Yu Xie, David J. Boggs
(pp. 347-364)
Keywords:
Corporate branding,
Emerging markets,
Market entry,
Multinational firms
ArticleType: Literature review
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(106 KB)
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| 1556703 |
The globalisation of Chinese brands
Ying Fan
(pp. 365-379)
Keywords:
Brands,
China,
Globalization,
International marketing
ArticleType: Case study
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(100 KB)
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| 1556704 |
Marketing to Chinese consumers on the internet
Jun Yu
(pp. 380-392)
Keywords:
China,
Electronic commerce,
Internet,
Internet marketing
ArticleType: Research paper
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(92 KB)
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| 1556705 |
Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers
Ronnie Chu Ting Cheung
(pp. 393-405)
Keywords:
Advertising media,
Hong Kong,
Internet,
Marketing strategy,
Youth
ArticleType: Research paper
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(301 KB)
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| 1556706 |
Consumers' “mental accounting” in response to unexpected price savings at the point of sale
Hwan Ho Ha, Jung Suk Hyun, Jae H. Pae
(pp. 406-416)
Keywords:
Consumer behaviour,
Discounts,
Pricing,
Retailing,
South Korea
ArticleType: Research paper
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(74 KB)
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