Six contributions written by professors of marketing and business focus on the Chinese consumer market, with one chapter addressing techniques for marketing to "Generation X" in Singapore, Malaysia, and Hong Kong. Other contributions compare North American and Chinese product-country images and brand name products and culture and describe fast-food marketing in China, among other topics. Simultaneously co-published as , v.11, no.1, 1999. Annotation c. Book News, Inc., Portland, OR (booknews.com)