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For B2C Marketing Professionals

Sharpen Your Mix In China With The Marketing RaDaR

May 2, 2014

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  • By Xiaofeng Wang
  • with Luca S. Paderni,
  • Nate Elliott,
  • Samantha Merlivat

Why Read This Report

Chinese consumers are eagerly embracing new media channels such as social and mobile more and more in their daily lives. To effectively reach and engage with them, marketers have to manage and coordinate more marketing channels than ever before. Chinese marketers deal with a unique challenge as they face a highly fragmented media and Chinese consumers' bottomless omniplatform appetite for media content. Forrester's data-driven RaDaR methodology can help marketers make better marketing planning decisions and make sense of the fragmenting media landscape. This report illustrates how the RaDaR framework can help marketers successfully prioritize resources across their entire marketing mix in China.

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Table of Contents

  • Chinese Marketers Are Struggling To Prioritize Marketing Channels
  • Orchestrate Multiple Channels With The Customer Life Cycle

  • Embrace An Insights-Driven Approach To Your Marketing Planning
  • Supplemental Material
  • Related Research Documents

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