This guide provides the crucial factors for successful marketing in China. Practical and understandable, it brings to the point how companies can survive in this exciting as well as challenging market environment. Based on numerous practical examples, the reader gets orientation and inspiration to work out a promising China strategy for his own brand.

Springer Gabler, 1st edition 2015, VIII, 44 pp, available both as print edition and eBook

China is changing, China Marketing, too. Andreas Tank sums up what companies must consider if they want to be successful in China.

The Chinese market is exciting and challenging. Practical and hands-on, this Essential gives valuable insights on what matters in China Marketing.

The China surprise book of the year: Insights into the market dynamics of China from an 'old China hand'. What can go wrong, and above all, how to do it better.

Dr. Dr. Andreas Tank describes the fundamentals of successful marketing in the Chinese market in a compact and very understandable way, strikingly showing the sometimes shocking differences to Western culture. Knowing and accepting them is the key to success in China. This booklet helps the reader to get started in the land of never-ending (marketing) miracles.

The book provides a comprehensive and very practice-oriented checklist for entering the Chinese market and vividly illustrates the need to profoundly deal with Chinese culture in order to avoid missteps.