Is advertising targeting vulnerable consumers in China?

Ling Fang Fayol-Song

Chapter 6 in Ethics in Marketing and Communications, 2012, pp 81-96 from Palgrave Macmillan

Abstract: Abstract Being an emerging economic power in the world, China is attracting more and more attention from companies wishing to conquer the market and achieve success there. One of the key success factors is to have a deep understanding of local customers in terms of their attitudes, values, perceptions and consumption patterns.

Keywords: Chinese Woman; Coffee Consumption; Coffee Shop; Coffee Drinking; Marketing Communication (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36714-2_6

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DOI: 10.1057/9780230367142_6

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