Demystifying China

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier.

Demystifying China: A Panorama of sub-cultures based on life values

Sanjeev BhattMillward Brown, China

Duncan FalzonBMRB, China

INTRODUCTION

China has experienced explosive growth over the last decade. It has emerged as the third largest retail market in...