What the West can learn from China
Peter WellsNilewide
Corrina FoxCree Fox Reports
As the world's economic attention turns to China and India, marketers are eyeing up new markets and new competitors. But rarely is the question asked: 'What can marketing learn from China?' When marketing commentators talk about China, it is in the same way they talk about marketing in the West – brands, advertising, markets, price, quality, etc. But there are fundamental differences in the way the West and the Chinese see their worlds.
These differences mean it is dangerous, as well as arrogant, to impose...