Modern marketing was introduced to China in the 1990s by the Western powers of North America and Europe. However, the approaches taken in China have been greatly influenced by the country’s unique characteristics and its political and economic environment.

Using a range of academic papers from the top journals in the field, the collection’s Editor, Professor Yonggui Wang, explores these connections and variances. Split across four volumes, this collection brilliantly charts the development of marketing in China over the last thirty years, from its birth to the boom of the present day.