ABSTRACT

First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

chapter |12 pages

Introduction

part |2 pages

Part I

chapter 1|21 pages

The road to Cathay

chapter 2|32 pages

Through a glass darkly

China from a Western perspective

chapter 3|28 pages

The furniture of the mind

chapter 4|25 pages

Relationships and regulations

chapter |8 pages

An ethical interlude

part |2 pages

Part II

chapter 5|20 pages

Creating harmony

Alternative venture formats in the PRC

chapter 6|25 pages

The marketing mix

chapter 7|14 pages

The marketing process

chapter 8|19 pages

Rightness and correct form

The yi and li of relationships in China

chapter 9|23 pages

Doing business with the sojourners

The overseas Chinese communities

chapter 10|7 pages

China and the world

chapter 11|13 pages

Western and Chinese commercial thinking