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FRAGMENTS OF CHINA: As the most fragmented of all Asia's markets, China is a conundrum for its media planners and buyers. Richard Lord introduces the market that is essential to success if you're planning to conquer the rest of Asia

27 Jul 2001 | by RICHARD LORD, the editorial director of SCMP Haymarket in Hong Kong, which publishes, among other titles, Media, Revolution and PR Week

What do you call a country with a population of more than 1.3 billion, which has 100 cities of more than a million people, an economy growing faster than any other on earth, a very recent history of cataclysmic socio-economic change and a culture as diverse as the whole of Europe? It's confusing....