Transfer of Marketing Technology to China: A Content Analysis

Abstract

Investigates the level of transfer of marketing technology to China via a content analysis of leading marketing and marketing‐related journals in China. Based on the findings, suggests that parts in the transfer process should: adopt a more “international” perspective; pay more attention to the customer orientation; and make a stronger commitment in actualizing the transfer exercise.

Citation

Chan, C., Lau, K. and Young, K.Y. (1993), "Transfer of Marketing Technology to China: A Content Analysis", Marketing Intelligence & Planning, Vol. 11 No. 2, pp. 16-21. https://doi.org/10.1108/02634509310027864