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Laura Helena Hartmann,Achim Spiller 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
Recently, luxury markets have been flourishing in East Asian and Western cultures.. At the same time, there is a shift from consumption motives like prestige and conspicuousness towards hedonism, experience and individualization. Based on the demand for appropriate marketing strategies, we develop a framework which links one-to-one marketing to luxury.
Laura Helena Hartmann,Achim Spiller 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Recently, luxury markets have been flourishing in East Asian and Western cultures.. At the same time, there is a shift from consumption motives like prestige and conspicuousness towards hedonism, experience and individualization. Based on the demand for appropriate marketing strategies, we develop a framework which links one-to-one marketing to luxury.