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| 題 名 | Consumers Perceptions of the Marketing Decisions of Family Owned Business (FOB) |
|---|---|
| 作 者 | Okoroafo, Sam C.; Koh, Anthony C.; | 書刊名 | Academy of Taiwan Business Management Review |
| 卷 期 | 6:2 2010.04[民99.04] |
| 頁 次 | 頁59-69 |
| 分類號 | 496.34 |
| 關鍵詞 | |
| 語 文 | 英文(English) |
| 英文摘要 | The purpose of this study was to determine consumers’ perceptions of the totality of family owned businesses’ (FOB) marketing decisions. Results and conclusions were based on a mail survey of consumers in Ohio, USA. Perceptions of sixteen parsimoniously selected marketing activities that create, capture, communicate, deliver, and exchange value to consumers were obtained. This results show that consumers generally perceive their activities favorably. Also, they are likely to respond favorably to product offerings and most other marketing activities. Managerial implications are drawn and presented from the findings |
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