: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected … needs of scholars interested in developing marketing and management theories that are relevant within the context of China … “Chinese Marketing and Management Scales”. --Prof. Wann-Yih Wu, PhD, Professor, National Cheng Kung University, Taiwan This …

relationship with customers' willingness to recommend to others was relatively weak. This finding has important marketing …

Die unternehmenspolitische Bedeutung des Marketing ist seit langem umstritten. Diese Untersuchung belegt empirisch …

, die sich unter den Begriff Marketing Performance Management zusammenfassen lassen... …

examine the drivers, barriers, and future developments of AI in marketing management. This article formulates research … practical understanding of the drivers, barriers, and future development of AI in marketing management as well as of the … explorativen Ansatz, um Chancen und Herausforderungen im Zusammenhang mit KI im Marketing zu identifizieren. Basierend auf diesen …