Critical issues in Chinese market communication development

Bibliographic Data

ID12007730
AuthorsRobert R Pennington (Lasen (United States), corresponding author), Robert Pennington (Las Cruces, NM 88011-7223, USA)
Year2002
Volume39
Issue1
Pages83-94
Publication date2002-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueThe Social Science Journal (JOURNAL)
Journal identifiersISSN: 0362-3319 • E-ISSN: 1873-5355
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1016/s0362-3319(01)00173-2
OpenAlexW2086872955
LanguageEN
Citations received2
References cited19

Advertisers look at the Peoples Republic of China and perceive tremendous opportunity in 1.2 billion Chinese consumers. A critical examination tempers exuberance without diminishing enthusiasm.Several key factors influence the redevelopment of Chinese advertising. Economic context concerns the market forms in cities, towns and country, and how those forms affect market communication. Cultural context dictates how human needs and wants may be expressed and satisfied by the market. Economic and cultural changes interact to permit more variety in market behavior and communication as development increases alternatives.The consequences for China will depend upon advertisers’ ability to communicate with a vast population at various development levels, and with varied cultural preferences

Advertising · Affect (linguistics · Business · China · Context (archaeology · Enthusiasm · Geography · Political science · Population · Redevelopment · Sociology · Variety (cybernetics · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Cultural Differences and Values · Psychology · Marketing

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