Brand new China : advertising, media, and commercial culture /

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One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wang, Jing, 1950-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cambridge, Mass. : Harvard University Press, 2008.
Temas:
Advertising > China.
Marketing > China.
Brand name products > China.
Marketing > Chine.
Produits de marque > Chine.
BUSINESS & ECONOMICS > Advertising & Promotion.
BUSINESS & ECONOMICS > International > Marketing.
Advertising.
Brand name products.
Marketing.
Markenartikel
Marketing
Werbepsychologie
Reclame.
Merknamen.
China.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction: Framing Chinese advertising
  • Local content
  • Positioning the new modern girl
  • The synergy buzz and JV brands
  • Storytelling and corporate branding
  • Bourgeois bohemians in China?
  • Hello Moto: youth culture and music marketing
  • CCTV and advertising media
  • Conclusion: Countdown to the Olympics.

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