基本介紹
- 書名：行銷科學學報·第8卷第4輯（總第30輯）·Vol.8, No.4
- 作者：清華大學經濟管理學院、北京大學光華管理學院
- 出版社：科學出版社
- 出版時間：2013年1月
- ISBN：9787030364883
圖書簡介,圖書目錄,
圖書簡介
本書反映了中國市場行銷學科理論研究和套用研究的最新進展。包括：《上市公司的市場導向：公司股權結構影響》、《誰把行銷學帶進了中國——行銷學在中國早期傳播的史實考證》、《網路廣告板式中logo要素最佳視覺搜尋效應研究》等文章。
圖書目錄
- Running Marketing Channel without Management:The Institutionalization Mechanism of Channel Policy Li Xinjian,Huang Minxue,Li Xiaoling
- Seeking Similarity or Reserving Differences:How Face Facilitate or Restrict Consumer′s Need for Uniqueness Wang Changzheng,Zhou Xuechun,Huang Minxue
- Market Orientation of Publicly Traded Firmsin China:The Effects of Ownership Structure Song Jing,Wang Rui,Fu Guoqun
- Who Brought Marketing into China?——Textual Research of History on the Early Dissemination of Marketing in China Li Fei,Jia Sixue,Mi Bu
- Firm′s Interactive Capability and Interactive Strategies:A Framework Basedon Internet Interactive Technologies Zhuang Guijun,Liao Xiuwu,Zhang Xubing,Zhou Nan
- An Investigation of the Effect of Messinesson Consumer Self-Control Fan Xiaomeng,Zheng Yuhuang,Chen Huihui,Yang Wenying
- Interactional Service Failuresina Pseudo Relationship:The Role of Consumer′s Implicit Theories of Personality Yin Chengyue,Liu Jinxing
- Study of the Best Visual Search Effect of Logo Elementsin Online Advertising Layout Jiang Yushi
- The Impact of Information Persuasion on Consumer Attitudes——Basedon Moderating Effects of Product Knowledge Wang Shuang,Lu Juan,Jiang Xuping
