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Anotace knihy

This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent contradiction. These seven constructs focus on the contrasts posed by: the consumer impact of the open-door policy versus market socialism, the consumer values of long-term orientation versus prosperity now, collectivism versus conformist individualism, low power distance versus status appeals, rapid economic growth versus feelings of perpetual insecurity and superstition, communist-based equality versus urban/rural-based social class hierarchy, and the appeal of global brands versus consumer ethnocentrism and animosity. Strategic implications are discussed.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Paradoxes in Chinese Consumer Behavior
• Podnázev: A Literature Review and Strategic Implications
• Autor: Héctor Guillermo Martínez, Michael John Chattalas
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 72
• EAN: 9783639286571
• ISBN: 363928657X
• ID: 06835800
• Nakladatelství: VDM Verlag
• Hmotnost: 118 g
• Rozměry: 229 × 152 × 4 mm
• Datum vydání: 15. October 2010

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