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How Do I Plan a Successful Marketing Campaign in China?

In: The China Management Handbook

Author

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  • Christine Boos

Abstract

China’s ad industry totalled 8.5 billion US dollars in 2001 and is quickly becoming the fourth biggest advertising market worldwide after the US, Japan and Germany. With tremendous double-digit growth over the last ten years, the comparatively young industry averaged 40 per cent growth in 2000, according to AC Nielsen figures. And even when recession hit in 2001, when advertisers all over the world were suffering losses, it saw a 12 percent increase in the first six months.

Suggested Citation

  • Christine Boos, 2003. "How Do I Plan a Successful Marketing Campaign in China?," Palgrave Macmillan Books, in: The China Management Handbook, chapter 6, pages 237-271, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59972-7_6
    DOI: 10.1057/9780230599727_6
    as

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