Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

3-2007

Abstract

As the number of netizens in China continues to increase at a torrid pace -- reaching more than 140 million users by early 2007 -- companies keep searching for ways to incorporate the Internet into their marketing campaigns. Through interactive digital marketing, companies hope they can tap into the growing trend of online participation by Chinese consumers and thus influence public perception of their brands. China Knowledge@Wharton interviewed experts in the field and looked at consumer brands, like Pepsi and Samsung, that are at the forefront of efforts to engage consumers in the creative process.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1067

Subject(s)

Marketing

Included in

Marketing Commons

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