TITLE

The Formidable Market

AUTHOR(S)
Merriam, Lisa
PUB. DATE
November 2007
SOURCE
SGB;Nov2007, Vol. 40 Issue 11, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses strategies for foreign marketing brands in China. According to the author, companies that bring Western expectations to sports marketing in China are doomed to fail. She explains how sports and image advertisements do not play a significant role in Chinese culture. American ideas of competition are passed over for humility. The author stresses the importance of partnering with Chinese marketers in order to compete with fierce domestic competition.
ACCESSION #
27473496

 

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