Staff Reporters
Aug 2, 2013

Book excerpt: Cultivating brand innovation in China

Understanding China's unique environment for cultivating innovation, and the open-mindedness brands must embrace to get to the bottom of consumer needs.

Co-written by Greg Paull and Goh ShuFen of R3, China CMO Best Practices in Marketing Effectiveness and Efficiency in the Middle Kingdom is based on discussions with 17 CMOs. The book provides a snapshot of some of the most successful brands on the Mainland and the marketing leaders driving the award-winning work behind these brands. This exclusive excerpt, reprinted with permission of R3, discusses the definition of innovation in China and the relationship between...

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