Providing a concise overview of the structure of the Chinese language, this guide is designed to help western marketers in China with translation problems in advertising campaigns. Showing that language in China is more than simply communication—it also imbeds cultural rules—the discussion points out ways this difference is ignored by outsiders. Written by an expert who bridges the gap between age-old Chinese cultural patterns and today's business practices, this book is an invaluable tool for everyone who does business in China.

About the Author

Jeanne Boden is a sinologist with 20 years of business experience in China. Currently she lectures at the University of Antwerp Management School and at the Brussels Institute for Contemporary China Studies. She is the author of The Wall Behind China’s Open Door.

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