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• W2071330792 abstract "Abstract This paper examines the changes in the structure of markets and marketing practices in China since the economic reforms of 1978. These changes are then framed against the backdrop of the economic system under Mao. In doing so, the importance of examining markets and marketing practices is highlighted within the larger context of socio-cultural and political forces. This is particularly significant given the recent political upheavals in China. Although the marketing process is primarily economic in nature, it cannot be understood out of this context. The current events in China bring into question the viability of the construct of “market socia1ism” not only in the context of China hut in other socialist countries as well. It is only within such a framework that changes in product design and policy, competition, retail structure, consumer protection, and marketing communication can be understood. Finally, the implications of China's experiment with western business and a few speculative observations regarding the future of business in China are identified. Résumé L'auteure se penche sur les changements dans la structure des marchés et les pratiques commerciales survenus en Chine depuis les réformes économiques de 1978, avec pour toile de fond le système économique en vigueur sous Mao. Ce faisant, elle souligne l'importance d'examiner les marchés et les pratiques commerciales dans un contexte socioculturel et politique. Cette vision globale s'avère particulièrement pertinente à la lumière des récents soulèvements politiques en Chine. Bien que le phénomène de marché soit d'abord un phénomène de nature économique, il est impossible de le comprendre en dehors d'un contexte plus global. Les événements récents de Chine viennent remettre en cause la viabilité de la construction d'un “socialisme de marché”, non seulement dans ce pays mais également dans les autres pays socialistes. C'est seulement dans ce cadre que peuvent s'expliquer les changements relatifs à la création de produits et à la politique de produits, à la concurrence, à la structure du commerce de détail, à la protection des consommateurs et aux techniques de communication commerciale. Enfin, l'auteure se penche sur les conséquences du nouvel intérêt de la Chine pour l‘économie de marché et se livre à un certain nombre de spéculations à propos de l'avenir de celle-ci dans ce pays." @default.
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• W2071330792 date "2009-04-08" @default.
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• W2071330792 title "Marketing in Modern China: An Evolutionary Perspective" @default.
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• W2071330792 doi "https://doi.org/10.1111/j.1936-4490.1990.tb00646.x" @default.
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