Cover -- CONTENTS -- EDITORIAL ADVISORY BOARD -- Editorial -- A comparison of marketing teaching methods in North American and European universities -- Transition to a market orientation in China: preliminary evidence -- Corporate branding versus product branding in emerging markets -- The globalisation of Chinese brands -- Marketing to Chinese consumers on the internet -- Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers -- Consumers' "mental accounting" in response to unexpected price savings at the point of sale.