Relevant Pieces to the Chinese Media Puzzle

Don E. Schultz and Martin P. Block

Retail media planning is difficult everywhere, but particularly in emerging markets. Reported consumer media usage is employed in understanding the Chinese market rather than traditional media distribution efficiencies.

Relevant Pieces to the Chinese Media Puzzle

Don E. SchultzNorthwestern University, United States

Martin P. BlockNorthwestern University and Entertainment and Gaming, United States

INTRODUCTION

Media planning, as a subject of detailed analysis and scholarly...

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