A history of modern marketing in China

Authored by: Zhihong Gao

The Routledge Companion to Marketing History

Print publication date:  January  2016
Online publication date:  January  2016

Print ISBN: 9780415714181
eBook ISBN: 9781315882857
Adobe ISBN: 9781134688685

10.4324/9781315882857.ch19

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Abstract

While China’s history dates back to as early as 4500 bce, the imperial period started in 221 bce with a unified Qin Dynasty and ended with the collapse of the Qing Dynasty in 1911. Politically, China opened a modern chapter in 1912 with the founding of the Republic of China, which was succeeded by the People’s Republic of China (PRC) on the mainland in 1949. However, it would be inaccurate to periodize the development of modern marketing in the country solely based on these epochal milestones.

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