| Journal Call no. | P92.A7M45 |
|---|---|
| Author | Chan, Yvonne. |
| Article Title | Friends more important than ads in China / Yvonne Chan. |
| Is Part Of | Media : Asia's media & marketing newspaper ; 24 Jan 1997, p.12. |
| Abstract | The typical urban mainland consumer is more influenced by friends than by advertising, keeps close ties to Chinese tradition and has refined tastes, according to a study by Professor Bernd Schmitt of the Columbia University Business School. When it came to choice, Professor Schmitt found consumers were heavily influenced by friends and colleagues more than advertising and sales staff. |