Guanxi: Relationship Marketing in a Chinese Context

This systematic analysis of the Chinese concept of guanxi--broadly translated, "personal relationship" or "connections"--offers step-by-step instructions for building guanxi in order to facilitate successful business relationships. Guanxi: Relationship Marketing in a Chinese Context provides a unique perspective, explaining the roots of the concept and empowering you with practical tools for implementing guanxi. This valuable book also contains case studies and information gathered from the authors' more than twenty years of combined working experience in the Chinese business world.

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