How Do I Plan a Successful Marketing Campaign in China?

Christine Boos

Chapter 6 in The China Management Handbook, 2003, pp 237-271 from Palgrave Macmillan

Abstract: Abstract China’s ad industry totalled 8.5 billion US dollars in 2001 and is quickly becoming the fourth biggest advertising market worldwide after the US, Japan and Germany. With tremendous double-digit growth over the last ten years, the comparatively young industry averaged 40 per cent growth in 2000, according to AC Nielsen figures. And even when recession hit in 2001, when advertisers all over the world were suffering losses, it saw a 12 percent increase in the first six months.

Keywords: Trade Fair; Investment Good; Brand Loyalty; Chinese Market; Advertising Message (search for similar items in EconPapers)
Date: 2003
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DOI: 10.1057/9780230599727_6

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