Journal of Marketing Science

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Who Brought Marketing into China?--Textual Research of History on the Early Dissemination of Marketing in China

Li Fei, Jia Sixue, Mi Bu   

  1. Li Fei, School of Economics and Management, Tsinghua University;
    Jia Sixue, School of Economics and Management, Tsinghua University;
    Mi Bu, School of Economics and Management, Tsinghua University.
  • Online:2012-12-01 Published:2013-03-20


There is misinformation on the history of the early dissemination of marketing in China. Based on textual research of historical materials, several questions are discussed and useful conclusions are drawn. (1) “Principles of Marketing”, written by Ding Xinbo in 1933 and published in 1934, was the first Chinese monograph on marketing. (2) Taiwan scholars were the first to translate “marketing” into Chinese and use it as a discipline name. The translation was then modified by Chinese mainland scholars in 1987 and the new name had gradually become the mainstream since 1991. (3) Chinese translation of some chapters of Kotler’s “Marketing Management” by mainland scholars dates back to 1981, but the book didn’t become influential in China until the publication of the 5th and 6th Chinese edition of “Marketing Management” in 1990 and 1991.