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- W2474898174 abstract "Before the late 1970s, marketing was of no concern to Chinese companies because they took orders from the state and fulfilled predefined production and distribution targets. Alongside economic reforms, consumer income has become higher and the middle-income market has continuously increased, thereby paving the way for foreign products that are more expensive and of higher quality. Currently, the market is rapidly bifurcating between a still large (but less affluent) mass market and a new, even bigger group of upper-middle-class consumers. Companies need to adapt their marketing strategy to these requirements, in particular branding decisions, positioning, and marketing mix." @default.
- W2474898174 created "2016-07-22" @default.
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- W2474898174 date "2016-01-01" @default.
- W2474898174 modified "2023-09-27" @default.
- W2474898174 title "Marketing Decisions in China: Positioning, Branding, Marketing Mix" @default.
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- W2474898174 doi "https://doi.org/10.1007/978-3-319-29139-0_3" @default.
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