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Evolution and evaluation of export advertising in China

Evolution and evaluation of export advertising in China As China′s economic reform continues, foreign trade with China has expanded rapidly in the past several years. During this period, export advertising has played an increasingly important role in promoting the export of Chinese products and services. Since export advertising as a marketing tool in China′s foreign trade is still in its formative stage, evaluates its past development and examines its prospects in the future. Argues that, although Chinese export advertising has developed rapidly in the past decade, foreign participation in China′s advertising is very limited. However, the tremendous market potential in China means that Western businesses need to be part of China′s economic long march. To this end, pinpoints for Western businesses some managerial implications arising from the discussion of China′s export advertising. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Evolution and evaluation of export advertising in China

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858629510103888
Publisher site
See Article on Publisher Site

Abstract

As China′s economic reform continues, foreign trade with China has expanded rapidly in the past several years. During this period, export advertising has played an increasingly important role in promoting the export of Chinese products and services. Since export advertising as a marketing tool in China′s foreign trade is still in its formative stage, evaluates its past development and examines its prospects in the future. Argues that, although Chinese export advertising has developed rapidly in the past decade, foreign participation in China′s advertising is very limited. However, the tremendous market potential in China means that Western businesses need to be part of China′s economic long march. To this end, pinpoints for Western businesses some managerial implications arising from the discussion of China′s export advertising.

Journal

Journal of Business & Industrial Marketing – Emerald Publishing

Published: Dec 1, 1995

Keywords: Advertising; China; Development; Marketing

References

  • China Daily
  • China Foreign Economic Relations and Trade Yearbook 1992
  • China National Advertising Association for Foreign Economic Relations and Trade Statistic Book 1992
    CNAAFERT
  • Overseas advertising firms thriving in China
    Gao, S.
  • China′s economy vital for Asia‐Pacific
    Gao, S.
  • China′s ad boom
    Karp, J.
  • Advertising in China
    Liu, I.M.; Ng, N.
  • People′s Daily
  • People′s Daily Overseas Edition
  • People′s Daily Overseas Edition
  • Export advertising
    Que, W.
  • Progress of China′s export advertising
    Tong, Z.
  • China′s export commodity and advertising
    Yan, C.