What the West can learn from China

Peter Wells and Corrina Fox

The language (and practice) of marketing generally reflects Western ways of thinking. Rarely, however, is the question asked: What can marketing learn from China? While Western marketing is individualistic and target-driven, the Chinese tend to be more patient and dogged.

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...

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