Twenty Years of Research on Marketing in China

Abstract

Summary This paper reviews research on marketing in China by examining publications in leading English language academic journals from 1978 to 1998. It summarizes the papers that have been published, identifies the contributing individuals and institutions, examines the importance these journals have given to China-related marketing research, and compares the research with research published in leading journals in other business disciplines. The paper concludes by discussing the future of research on marketing in China. Future reviews should include research on marketing in China published in leading Chinese language academic journals. Key Words: ResearchChina