ILAN ALON is Associate Professor of International Business at Crummer Graduate School of Business, Rollins College, in Winter Park, Florida.

As China's markets evolve, marketing strategy must adapt to meet changing circumstances. Alon and his contributors provide a comprehensive look at how economic transition affects marketings strategies across a wide range of industries, including telecommunications, the auto industry, the hospitality industry, the airline industry, textiles, cosmetics, and wine. In addition, they discuss the changing situation of joint ventures, collective enterprises, and state-owned businesses.
Bringing divergent perspectives to bear from Hong Kong, the United States, the United Kingdom, Australia, New Zealand, and China itself, the marketers and scholars who contributed to this volume have integrated research relating to economic transition with strategic considerations for more effective and competitive marketing plans. In addition to the industry-specific information, this volume includes chapters on entry barriers, e-commerce, market research, branding, and promotion.

Forward by Shaomin Li
Introduction by Ilan Alon
International Marketing in China
International Market Entry into China by David Reid
Performance of Market Followers in the International Market: The Case of China by Yigang Pan and Shaomin Li
A Comparison of Popular Chinese and U.S. Home Pages by Wenyong Zhao, et al.
Chinese E-Business Strategy: The Case of Haier by Peter Ping Li and Tung-lung Chang
Market Research Issues in China: The Pharmaceutical Industry by Phil Stern, Sue Bridgewater, and Wang Bo
The Development of Domestic Brands in China by Michael T. Ewing, et al.
Examining the Market Strategies Employed by Chinese Sales Letters by Yunxia Zhu
Development and Competition in Selected Industries
Upgrading China's Competitive Advantage: The Case of Zhongguancun Science and Technology Park by Mei Qi, Yanyu Zhao, and Peter Enderwick
The New Jewelry: Cell Phones in China by David Reid
PC Industry in China: Evolution and Competitive Dynamics by Alev M. Efendioglu
Marketing Wine in China by Michael Beverland, Philip Bretherton, and Peter Carswell
Marketing Strategy in the Chinese Cosmetics Industry by Patricia M. Anderson and Xiaohong He
The Development of the Hotel Sector in China by Ray Pine and Ping-Shu Qi
The New Frontiers of the Chinese Car Industry by Tom Dennelly, K. Mellahi, and Janet Tally
Airline Industry in China: Evolution and Competitive Dynamics by Alev M. Efendioglu
The Competitive Nature of the Chinese Textile and Apparel Industry by Doren Chadee and Gerry Jing
State-Owned and Collective Enterprises
Leadership and Alienation in State-Owned Enterprises and International Joint Ventures in China by Moshe Banai and Jason Hu
Socialization of Chinese Employees in Chinese and Multinational Organizations by Cheryln Skromme Granrose and Paula D. Harveston
A Supply Chain and Organizational Approach to Chinese State-Owned Enterprise Performance by Richard Germain and Xiaohua Lin
Chinese Township and Village Enterprises in Transition by David Pollard
Some Final Reflections on Economic Transition and International Marketing Activities in China by Ilan Alon