News of failures of foreign companies in China have not been uncommon in recent years. The once euphoric media reporting increasingly gives way to a critical analysis, and the question of sustainable success factors is becoming increasingly important for companies with China involvement. Comprehensive and well-founded, this work provides answers and illustrates numerous sources of error as well as sources of success based on a multitude of practical examples.

Analysis of over 300 branded articles, 400 prices and 270 television and print advertisements of Western companies in China.

Peter Lang, 2005, 2006, 2nd ed., XII, 175 p., softcover, both print edition and eBook available

China does not have to be a stumbling block. Although the Chinese business today hardly differs from the business in other regions of the world, there are still special features. They are largely due to different traditions, mentality and a language that differs significantly from ours not only in writing. Andreas Tank shows in a practical way how the marketing of German companies can and must be coordinated. A book that has what it takes to become the standard work for China marketing.

Anyone who knows China will often smile about the author's sharp observations. The analysis of the consumption behavior of Chinese consumers makes the book recommendable for the foreign market conqueror. Not China pessimism nor euphoria, but 'coming to terms' in product customization, distribution, pricing and marketing characterize the book as a building block for success in building up your China strategy.