In this informative interview, John D. Van Fleet discusses the perception of direct marketing and how it is defined in the industry today. Mr. Fleet delves in to more in-depth issues, analyzing changes in the China market and the resulting impact of these on how marketers in China adapt to different mindsets and demands. With the example of mobile marketing, we are also given an insight into what tools and channels are most effective in China today.

John D. Van Fleet's Asia career spans ten years in Japan and more than six in China. In the '90s he led two functions in General Electric's Asia-Pacific healthcare division, later led two multinational agencies' operations in Shanghai and Taipei, and in summer 2006 completed three years as the founding director of an executive MBA program based in Shanghai, which has become the quality leader in its category. He has extensive experience throughout the region in business development, operations and marketing.

Van Fleet supports overseas academic institutions who seek enhanced relations with China, whether in sending delegations here, in enhancing student or faculty relationships, or in establishing on-the-ground initiatives. He is also a senior advisor and adjunct faculty at the Antai College of Economics and Management, Shanghai JiaoTong University, where he focuses on supporting Antai's drive to become a recognized international leader in business education.

A founding director of the China Direct Marketing Association, Van Fleet is author of numerous articles for business publications and a regular speaker on business in China. He holds both undergraduate and MBA degrees from the University of Southern California