Research on advertising in mainland China: A review and assessment
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AbstractExamines the recent research on advertising in mainland China over the 1979-1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research. © 2000, MCB UP Limited
All Author(s) ListSin L.Y.M., ho S.-C., so S.L.M.
Journal nameASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
Year2000
Month3
Day1
Volume Number12
Issue Number1
PublisherEmerald Group Publishing Ltd.
Place of PublicationUnited Kingdom
Pages37 - 65
ISSN1758-4248
LanguagesEnglish-United Kingdom
KeywordsAdvertising, China, Research

Last updated on 2020-26-06 at 01:45