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| Author: | Parkinson, S. |
| Title: | Marketing in China |
| Journal: | Manager Update
1997 : SUMMER, VOL. 8:4, p. 13-21 |
| Index terms: | |
| Freeterms: | CHINA, MARKETING, MARKTSEGMENTIERUNG, DIVERSIFIKATION |
| Language: | eng |
| Abstract: | The author reviews three articles which have addressed this issue from different perspectives. The first looks at market entry strategies and concludes that joint ventures are not the only way into the market. The second examines the nature of the Chinese consumer, and provides insights which are helpful in planning alternative marketing strategies. The third examines some of the practical difficulties of identifying and planning alternative routes to market. |
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