On the original edition . . ."Superlatively entertaining." New York Times Book Review"No one who wants to do business in China can safely neglect it." The Times

"No matter what you may be selling, your business in China should be enormous, if the Chinese who should buy your goods would only do so." But will they? Carl C

From one of the most successful journalist/businessmen ever to do business inChina comes a blueprint for succeeding in the worlds fastest-growing consumermarket

Four Hundred Million Customers (1937) is a collection of humorous essays and piquant anecdotes underpinned by well-informed insight and highlighted by witty dra