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The BAT Chair
of Marketing at CEIBS is the first Chair ever donated to
a business institution in China. Endowed chairs are the
most prestigious way of establishing a close cooperation
between a business school and the business world. The chair was donated by BAT Industries, one of the UK's leading business enterprises with primary interests in tobacco and financial services. In tobacco, BAT Industries is the world's most interational cigarette manufacturer. In insurance, BAT Industries is the largest UK-based insurance group. The key objective of the Chair is to establish the field of marketing as a managerially relevant field of research and teaching in the People's Republic of China. The BAT Chair will conduct the following activities: * marketing research on the behavior of the Chinese consumer and on marketing in China. * marketing courses for the teaching and training of MBA students as well as business executives in China * special events, such as meetings, conferences and seminars in which foreign and local business executives and marketing professors can meet to share information, experiences and new ideas about marketing in China. * keynote speech
from the inauguration ceremony(pdf)
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