China's New Frontier is Marketing: An Unconventional Book on Marketing Becomes a Big Bestseller in China

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"The Marketing You Never Knew" (ISBN 0-9746910-4-6) is a new book on marketing by Dr. Willem Burgers who is the Philips Electronics Chair Professor of Marketing at China Europe International Business School in Shanghai. The book has struck a major chord in China. The Chinese edition of the book is selling at a rate of about 1000 copies per week, suggesting that business in China now has great interest in doing something other than just selling as much product as possible for the lowest possible prices.

The whole world worries about low cost and low price competition coming from China. Imagine then how difficult competition must be inside China for Chinese companies surrounded by Chinese competitors, all of them always willing to offer a lower price than the competitor next door.

No wonder that Chinese companies are desperate to escape price competition. This desperation may explain the runaway success of Professor Burgers' new book: "The Marketing You Never Knew"

The book is based on marketing seminars Professor Burgers teaches worldwide in three to four day sessions to global companies such as Nokia, Kodak, Sony, Motorola, BASF, GE, Philips, Electrolux, as well as a variety of smaller companies. According to Professor Burgers: "When you teach the best managers of the best companies worldwide, you can not tell them things they already know, and you can not waste their time telling them things they can not use in their jobs. You have to be sophisticated and cutting edge, but you also have to make it simple and practical. Above all, you must never be boring. The book reflects these challenges very well. I knew the book would do well in China because this notion of sophisticated simplicity is very attractive and intuitive to the Chinese. Now that the book is also published in the United States I hope it will do equally well here. I have heard both from fellow professors and from business people that they find the book very unique, very unconventional. I think the uniqueness comes from the fact that this book was 'talked' long before it was 'written', sort of the way that the earliest books of mankind were transmitted orally for many years prior to the invention of writing."    

The book is 180 pages, divided into six chapters, each of which covers with anecdotes, illustrations, and facts a different aspect of "practical new thinking and old truths in marketing.    

The book has received warm praise already in the United States too. To give just a few examples:

According to Professor Hans Pennings of the Wharton School: “This is definitely the funniest book I’ve ever read about marketing and it’s probably one of the most provocative...The language is simple, but the ideas are not…”

Carl Sewell of Sewell Automotive Companies sells near $1 billion of cars per year and is the author of "Customers for Life". He comments: "Your book is great! Your ideas are fresh...if we pay attention we will sell more."

Much of the book, now for sale in the US also, can be read at

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