China Marketing 25 Years: 1979-2003

Author: He Jiaxun, Lu Taihong
Publisher:
Publish Date: 2004-09-01
Features: "Whether for scholars or business executives, the theme of this book is serious and significant. The authors skillfully combine narrative and argumentation, allowing us to see the changes brought about by marketing concepts and practices in the grand span of a quarter-century in 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 authors integrate the recent evolution of Western marketing into the brief 25 years of Chinese marketing. China Marketing 25 Years presents the footprints of marketing history during China's transition, condensing the essence of Chinese marketing into a rare and outstanding work." — Professor, Doctoral Supervisor, and Vice President of the National Association of Marketing Studies in Higher Education, Wuhan University School of Business: Gan Biqun
"Foreign capital enters with advanced concepts, while domestic enterprises rise to the challenge, and the market environment changes rapidly, filled with 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 a must-read." — Chairman of Shanghai Jahua United Co., Ltd. and General Manager of Shanghai Jahua (Group) Co., Ltd.: Ge Wenyao
"What shapes history will also shape the future. China Marketing 25 Years comprehensively reviews the dramatic changes in China's market and marketing management since the reform and opening-up. This substantive contribution to the development of Chinese marketing theory and practice will have a far-reaching impact." — President and Editor-in-Chief of Sales and Marketing 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, featuring 152 key enterprises and related cases, revealing and reconstructing the true value of Chinese marketing over 25 years. Marketing as an idea and business philosophy; marketing as corporate institutionalization; marketing as a market practice tool; and marketing as a knowledge system. The authors examine the changes in marketing in China from these four levels and predict the potential future trends of this transformation. The book emphasizes the summary of marketing practices while also reflecting the progress of marketing theory research.