Titlebook: Chinese Consumers; Exploring the World‘ Ashok Sethi Book 2019 The Editor(s) (if applicable) and The Author(s) 2019 Chinese Consumers.Chines

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The Changing Marketing Game,lications, 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 m

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https://doi.org/10.1007/978-981-10-8992-3Chinese Consumers; Chinese Middle Class; Branding in China; Marketing; Urbanism and Marketing

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978-981-13-4292-9The Editor(s) (if applicable) and The Author(s) 2019

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https://doi.org/10.1007/978-81-322-3941-3m pertain to the unique history of China—both its political history and the very short marketing history. However, some of these are even more powerful and all-encompassing than these and stem from the broader environment in which China and the Chinese consumers exist today. While there may be sever