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

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

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318709
Date January 1991
ContributorsWong, Ming-kuen., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, 48 leaves : ill. ; 30 cm.
CoverageChina, China, China
RightsUse 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/)

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