IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-10-8992-3_9.html
   My bibliography  Save this book chapter

The Changing Marketing Game

In: Chinese Consumers

Author

Listed:
  • Ashok Sethi

    (Illuminera Institute)

Abstract

The developed world has a long and rich history of marketing, in which marketing strategy, advertising management, segmentation, and positioning play a central role. Marketers in China have also been rapidly acquiring this marketing knowledge and trying to grow their brands in the country. However, China will go down in history as the country with the briefest exposure to marketing as the world has known marketing so far. At the end of the Cultural Revolution in 1977, there were practically no brands in China, nor were there any consumers with money to buy them. In the 40 years since the opening up of the economy and flourishing of the private sector and market economy, China has transformed itself into one of the most competitive and crowded markets in the world. The hypermarkets (and now the online markets) are heaving with super loaded shelves, and hundreds of television stations, publications, and outdoor billboards and signs are proclaiming the merits of myriads of brands from all over the world. However, the digital age threatens to bring an abrupt end to this 40-year period of conventional marketing in China. China has leapfrogged into the mobile-driven digital age—and now marketers face a huge challenge to take the same leapfrog.

Suggested Citation

  • Ashok Sethi, 2019. "The Changing Marketing Game," Springer Books, in: Chinese Consumers, chapter 0, pages 165-176, Springer.
    • Handle: RePEc:spr:sprchp:978-981-10-8992-3_9
    DOI: 10.1007/978-981-10-8992-3_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-10-8992-3_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.