Chinese Marketing Methods -- Products and Brands

Author: Lu Qiang
Publisher:
Publish Date: 2004-06-01
Features: This book comprehensively summarizes the marketing practices in China's market over the past 20 years. It is undoubtedly an impossible task, but the book attempts to make preliminary efforts in this direction, which is the fundamental purpose of its writing. The book includes more than 180 cases in total. Over 90% of the cases are about Chinese companies in the Chinese market, while a few are about foreign companies in the Chinese market or foreign companies in foreign markets. To enhance the timeliness of the cases, more than 60% of them occurred in the last 5 years. Each case in the book is listed separately for the convenience of readers. The cases are closely linked to the main text and serve as an organic supplement to it. Some viewpoints that are not elaborated in the main text are presented in the case analysis, making the reading process more concise and aligning with the characteristics of "marketing," which must be "case-based" and "speaking with cases."