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HOW TO: Market in China

The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. Some 'experts' state that marketing and selling in China is 'just like home' whilst others wildly exaggerate its uniqueness.

The principle of 'marketing' is less widely recognised in China than in more mature markets. It is commonly seen as a service department for the sales department, sometimes seen as little more than taking care of the logo and brochures.