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Evolution and evaluation of export advertising in China

Shengliang Deng (Professor of Marketing at the University of Saskatchewan, Canada.)
Jing Zhao (Assistant Professor of Marketing at the University of International Business and Economics, Beijing, China.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 December 1995

2623

Abstract

As China′s economic reform continues, foreign trade with China has expanded rapidly in the past several years. During this period, export advertising has played an increasingly important role in promoting the export of Chinese products and services. Since export advertising as a marketing tool in China′s foreign trade is still in its formative stage, evaluates its past development and examines its prospects in the future. Argues that, although Chinese export advertising has developed rapidly in the past decade, foreign participation in China′s advertising is very limited. However, the tremendous market potential in China means that Western businesses need to be part of China′s economic long march. To this end, pinpoints for Western businesses some managerial implications arising from the discussion of China′s export advertising.

Keywords

Citation

Deng, S. and Zhao, J. (1995), "Evolution and evaluation of export advertising in China", Journal of Business & Industrial Marketing, Vol. 10 No. 5, pp. 38-49. https://doi.org/10.1108/08858629510103888

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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