How long can Apple sustain its torrid growth in China?

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  • Additional Information
    • Subject Terms:
      CHINA
    • Subject Terms:
      APPLE Inc. AAPL
    • Abstract:
      The article considers marketing in China by high technology industries firm Apple Inc. The company's record high sales of $7.9 billion in China in the first quarter of 2012 are discussed in relationship to the relatively small amount of advertising purchased by Apple in that country. The question of whether Apple can maintain brand loyalty among Chinese consumers without extensive advertising is examined.