China CMO: Best Practices in Marketing Effectiveness and Efficiency

Greg Paull and Goh Shu Fen. Signal8, $27.96 hardcover (350p) ISBN 978-988-15542-3-9
In a wide-ranging if bland review of marketing business in China, Goh and Paull offer insights from top marketing officials for overseas companies about approaches that have worked there. Predictably, they emphasize the need for agility and adaptability, and that regional, linguistic, and cultural factors militate against any one-size-fits-all approach. While dramatic predictions about population growth and growing consumer wealth lure overseas firms, such well-known controversies as mandated technology transfer point to the need for a cautious approach. Goh and Paull avoid mapping out an uncertain future, but note that the rush of foreign competitors to do business in China creates its own imperative to act now or lose out. Their observations include the banal, the practical, and the amusing, and the case studies are useful.
Reviewed on: 08/26/2013
Release date: 06/01/2013
Show other formats
FORMATS
X
Stay ahead with
Tip Sheet!
Free newsletter: the hottest new books, features and more
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Email Address

Password

Log In Lost Password

PW has integrated its print and digital subscriptions, offering exciting new benefits to subscribers, who are now entitled to both the print edition and the digital editions of PW (online or via our app). For instructions on how to set up your accout for digital access, click here. For more information, click here.

The part of the site you are trying to access is now available to subscribers only. Subscribers: to set up your digital subscription with the new system (if you have not done so already), click here. To subscribe, click here.

Email pw@pubservice.com with questions.

Not Registered? Click here.