Advertising and promotion of consumer products in PRC: an exploratory study.

Description

by Wong Ming-kuen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 47-48. / INTRODUCTION --- p.1 / PURPOSE OF STUDY --- p.3 / Objective --- p.3 / Hypothesis --- p.3 / Definition of Consumer Product --- p.3 / LITERATURE REVIEW --- p.4 / METHODOLOGY --- p.11 / Literature Survey --- p.11 / Field Trip --- p.11 / Screening Telephone Interview --- p.12 / Structured Questionnaire --- p.12 / Additional Open-ended Questions --- p.14 / Design of Questionnaire --- p.15 / RESEARCH FINDINGS --- p.19 / Sample Profile --- p.19 / Importance of Marketing Elements --- p.21 / Effectiveness of Advertising and Promotion --- p.23 / Trade-Off among Advertising Tools --- p.24 / Different Promotion Activities --- p.27 / SUMMARY --- p.31 / Appendix --- p.32 / Biblography --- p.47

Links & Downloads

1. cuhk:318709
2. http://library.cuhk.edu.hk/record=b5886842
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-318709

Tags

Advertising

Advertising--China

Sales promotion

Sales promotion--China

Consumer goods

Consumer goods--China

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318709
Date	January 1991
Contributors	Wong, Ming-kuen., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, 48 leaves : ill. ; 30 cm.
Coverage	China, China, China
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)