Talking about marketing in China is no longer fashionable. It has become a major player in both markets and international politics, and is no longer a land to be discovered, but rather a country whose eco- nomic policies and decisions are commented on, much like the United States. Who would talk about marketing in the United States without sounding obvious or banal, except to reveal some marginal oddity or possible change in consumer behaviour?
Twenty years after. China landscape
Tiziano VESCOVI
2026
Abstract
Talking about marketing in China is no longer fashionable. It has become a major player in both markets and international politics, and is no longer a land to be discovered, but rather a country whose eco- nomic policies and decisions are commented on, much like the United States. Who would talk about marketing in the United States without sounding obvious or banal, except to reveal some marginal oddity or possible change in consumer behaviour?
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