A seasoned China watcher takes a look at China’s progress in terms of the brand issues marketing people need to understand.

Since the mid-1990s, many Western multinationals have established beach-heads in China by focusing on the three main population centres. The question now is whether to move beyond these major cities.

You can pick your brands and you can pick your friends. But if you're a marketer; can you pick your brand's friends? Should you even try?

Behavioural economics has given us the concept of choice architecture. What it means is simply that the way a choice is presented influences how it is made.

Communication campaigns traditionally have been divided between two types of activities: ‘above the line’ brand building and ‘below the line’ for gaining immediate response.

Most markets can be identified as either hope- or fear-fuelled. Ann Mack and Mark Truss describe the outlook of the two types and the lessons mature markets can learn from emerging ones

John Kearon examines the heretical proposition that the adoption of ‘marketing science’ is the reason why large corporations no longer seem capable of creating the kinds of new category innovations that made them big in the first

In a Market Leader exclusive, Jeremy Bullmore reveals what it was like for a young man going to a New York agency in the late 1950s

WHEN WE THINK of India and China, a huge variety of popular perceptions and images come to mind, captured in these real chapter titles from some recent, more popular books: India:

New media and the economic challenges have changed the landscape of marketing forever Richard Pinder argues that clients must take the lead, while Camilla Honey (panel, opposite) offers tips to agencies