Marketing's Third Paradigm: Guanxi

Greater China, with nearly one quarter of the world's population and one of the fastest rates of economic growth, is attracting the attention of practitioners and academics alike. The distances of culture, language and geography do not facilitate understanding of marketing practices and ways of thinking. This article argues that the three basic marketing paradigms are the same but their order of precedence in the minds of Chinese business people is the reverse of those in the West.