Marketing in China's Digital Age

In Knowledge@Wharton:

Marketing in China's Digital Age: How to Win Customers' Hearts?

Companies worldwide are devoting more of their marketing budgets to digital channels such as search engines, social networks and mobile phones. But regardless of the medium, marketers will always need to master the art of winning customers' attention, loyalty and wallets. When it comes to success in burgeoning markets like China, this requires a deep understanding of local customers and acknowledging that simply copying whats being done in the U.S. and elsewhere won't necessarily work. What's more, while finding an audience to target in China may cost less in terms of time and money than in traditional channels like television, communicating a message effectively may require double the effort. .... "