Wei, Yujie; Li, Zhiyuan; Burton, James; Haynes, Joel - In: Management Research Review 36 (2013) 1, pp. 50-65
and south of mainland China. Design/methodology/approach – Based on previous research and relationship marketing theories … implications – The findings of the research provide managerial implications for marketing segmentation in China. International and … domestic marketers should consider using different marketing strategies on consumers from different regions of China …