The Asia Pacific region is one of the most attractive, fastest growing regions in the world. The Chinese economy is developing particularly rapidly alongside those of India,Thailand and Vietnam. At the same time, closer economic and trade relationships are developing between countries,especially between China and Australia. China is now Australia’s second largest trading partner. This forum will emphasise the need for educators and business leaders to recognise, appreciate, and understand the significance of marketing in the Asia Pacific region. In this forum, we will be engaged in exploration of theoretical and practical aspects of contemporary marketing in the context of the Asia Pacific region. We will explore marketing’s role and reformulation with emphasis on contemporary practice, technology, history and culture, as well as on theory development. The forum will bring together academics from leading universities in China, including Beijing University, Tsinghua University, Nankai University, University of International Business and Economics, Fudan University, and universities in Australia, USA and Europe. Renmin University of China (RUC, also known as the People’s University of China) was established in 1937. It has become an important teaching and research base in the areas of the humanities, social sciences, and management science in China. The RUC is a comprehensive researchoriented university and its Department of Marketing ranks amongst the best in the discipline among all Chinese universities. It is strong both in teaching and in research. Renmin University is located in a western suburb of Beijing, the capital of China, and the host city for the 2008 Olympics. It is the cultural, political, and intellectual centre of the country, as well as a major industrial and commercial metropolis. There are many historic sites to visit, a pleasant climate, friendly and courteous residents and delicious cuisine. Monash University is the youngest and largest of Australia’s‘Group of Eight’,leading, research-intensive universities. It is consistently ranked in the top 50 universities in the world by the Times Higher Education Supplement and the Monash MBA is ranked number one in Australia by the Economist Intelligence Unit. The Department of Marketing is an important part of the Faculty of Business and Economics.It is ranked number one in Australia and New Zealand on staff publications in top-twenty ranked marketing journals (Polonsky et al, 2006). The department has 40 academics and provides a wide range of marketing courses at undergraduate, postgraduate and doctoral level.