Teaching Marketing in China

Abstract

With the introduction of China's modernization program, Chinese leaders have emphasized the development of managerial skills. With the increasing number of foreign educators participating in training managers in China, it is important that training efforts be effective. This study reports on a survey that focuses on understanding the perception of marketing training in China. Results identify the perceived benefits and problems of Chinese managers in learning and applying marketing, and suggestions regarding how marketing educators can become more effective in enhancing the relevance of marketing concepts for China are discussed.