Brand New China: Advertising, Media, and Commercial CultureHarvard University Press, 10 abr 2010 - 432 páginas 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. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. |
Índice
Local Content | 36 |
Positioning the New Modern Girl | 68 |
The Synergy Buzz and JV Brands | 108 |
Storytelling and Corporate Branding | 144 |
Bourgeois Bohemians in China? | 180 |
Hello Moto Youth Culture and Music Marketing | 211 |
CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |
Otras ediciones - Ver todo
Brand New China: Advertising, Media, and Commercial Culture Jing Wang No hay ninguna vista previa disponible - 2008 |
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Created in China: The Great New Leap Forward Michael Keane No hay ninguna vista previa disponible - 2007 |
Geschäftserfolg in China: Strategien für den größten Markt der Welt Dirk Holtbrügge,Jonas F. Puck Vista previa restringida - 2008 |