China Marketing 25 Years (1979-2003)

Author: He Jiaxun
Publisher:
Publish Date: 2004-09-01
Features: "Regardless of whether it is for scholars or business executives, the theme of this book is serious and significant. The author skillfully combines narrative and argumentation, allowing us to see the changes brought about by marketing concepts and practices in the grand 25-year timeframe of China, as well as the potential future trends of this transformation." — Dr. Chen Fuguo, President of Interbrand China
"Amidst the turbulent and rapidly changing era, the author integrates the recent evolution of Western marketing into the brief 25 years of Chinese marketing. China Marketing 25 Years presents the footprints of China's transitional marketing history, condensing the essence of Chinese marketing into a rare and remarkable work." — Professor, Doctoral Supervisor, and Vice President of the National Association of Marketing Studies in Higher Education at Wuhan University of Economics and Business: Gan Biqun
"Foreign capital, carrying advanced concepts, enters in a large scale, while domestic enterprises rise to the challenge with determination. The market environment changes rapidly, filled with too many cruel yet fascinating marketing stories. China Marketing 25 Years showcases the development of Chinese marketing during this period. Though it may not be exhaustive, it pioneers the field. With a grand brushstroke, the book presents a fresh perspective and is worth reading." — Chairman of Shanghai Huaxia United Co., Ltd. and General Manager of Shanghai Huaxia (Group) Co., Ltd.: Ge Wenyao
"What affects history will also affect the future. China Marketing 25 Years comprehensively reviews the massive changes in China's market and marketing management since the reform and opening-up. This substantive contribution to the theory and practice of Chinese marketing will undoubtedly have a profound impact." — President and Editor-in-Chief of Sales and Market Magazine: Li Yingsheng
China Marketing 25 Years presents a grand and profound narrative with a sharp and unique perspective, comprehensively showcasing the historical footprints of transitional marketing and highly condensing the essence of Chinese enterprise development over the past quarter-century. The book is divided into four major parts and 13 chapters, employing a combination of narrative and argumentation. It focuses on analyzing more than 10 dynamic industries, 152 key enterprises and related cases, revealing and reconstructing the true value of Chinese marketing over the past 25 years. Marketing as an idea and business philosophy; marketing as an enterprise system; marketing as a market practice tool; and marketing as a knowledge system. The author examines the changes in marketing in China from these four levels and predicts the potential future trends of this transformation. The book emphasizes the summary of marketing practices while also reflecting the progress of marketing theory research.