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Book Chapter

China’s Marketing Macro Environment: Cultural Characteristics and Regional Heterogeneity

  • Hu L
Springer International Publishing, (2020), 1-15
DOI: 10.1007/978-3-030-38160-8_1
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Abstract

This chapter analyzes China’s main environmental characteristics that affect foreign firms’ international marketing strategies in this market. Scholars have identified factors that are shared with other emerging markets (such as institutional voids), but...

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APA

Hu, L. (2020). China’s Marketing Macro Environment: Cultural Characteristics and Regional Heterogeneity. In International Digital Marketing in China (pp. 1–15). Springer International Publishing. https://doi.org/10.1007/978-3-030-38160-8_1

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