The Changing Marketing Game

Ashok Sethi
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Ashok Sethi: Illuminera Institute

Chapter Chapter 9 in Chinese Consumers, 2019, pp 165-176 from Springer

Abstract: 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.

Keywords: Television (TV); Social Media Promotion; Taobao; Consumer Life; Digital Strategy (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-10-8992-3_9

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DOI: 10.1007/978-981-10-8992-3_9

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