In today’s China DMA program, John D. Van Fleet enlightens us with his takes on China’s direct marketing’s overall landscape. He defines direct marketing, and speaks about the similarities and differences in China and the U.S. in terms of direct marketing. So what are the successful direct marketing methods in China? Is localization important for foreign companies when entering Chinese marketing? Find out more on how should foreign companies adjust their business model to connect with the locals in this iTV-Asia interview.

Based in Japan from 1991 to 2000, Van Fleet has lived in greater China ever since. From 1996 to 2000, he served as Asia-Pacific marketing and communications manager for GE’s healthcare division. From 2000 to 2003, he led the Taipei and Shanghai offices of two multinational marketing consultancies.

Since 2003, he has focused on the rapidly developing business education sector in China. In 2003, Van Fleet was appointed founding director of the Global Executive MBA in Shanghai, a joint venture between Shanghai Jiao Tong University and the University of Southern California. Since 2006, he has served as Supervisor, International Affairs, and adjunct faculty at the Antai College, while also supporting several other foreign business schools’ China development. His teaching focus is business development in China.