search query: @freeterm CHINA, MARKETINGSTRATEGIE / total: 2
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| Author: | Yan, R. |
| Title: | To reach China's consumers, adapt to Guo Qing (Betrieblicher Export) |
| Journal: | Harvard Business Review
1994 : SEP-OCT, VOL. 72:5, p. 66-68, 70-74 |
| Index terms: | |
| Freeterms: | CHINA, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | The author has an important message for Western marketers seeking to enter the growing Chinese market. Millions of Chinese consumers are eager to buy foreign branded products. Successful brand managers know when Western marketing approaches will not work. Foreign goods and the techniques used to market them must fit 'Guo Qing' the special situation in China. |
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