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.
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
MCB UP Ltd
Copyright © 1995, MCB UP Limited