Transfer of Marketing Technology to China: A Content Analysis
- 1 February 1993
- journal article
- Published by Emerald in Marketing Intelligence & Planning
- Vol. 11 (2), 16-21
- https://doi.org/10.1108/02634509310027864
Abstract
Investigates the level of transfer of marketing technology to China via a content analysis of leading marketing and marketing‐related journals in China. Based on the findings, suggests that parts in the transfer process should: adopt a more “international” perspective; pay more attention to the customer orientation; and make a stronger commitment in actualizing the transfer exercise.Keywords
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