Will Harris and Paul D. Berger
Best practices for retail marketing in general, and retail furniture in particular, are not the same in China as in the United States. While there are obviously similarities, in that “good marketing is good marketing,” we point out in this paper that there are several differences in effective marketing between China and the United States. We focus on the retail furniture industry, although many of the aspects we discuss hold true for other industries as well. As we note, these differences are base on culture, tradition, economics, and other factors.