Brand new China : advertising, media, and commercial culture / Jing Wang.
Material type: TextPublication details: Cambridge, Mass. : Harvard University Press, 2008.Description: 1 online resource (xiii, 411 pages) : illustrationsContent type:- text
- computer
- online resource
- 9780674044821
- 0674044827
- 0674047087
- 9780674047082
- 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
- China
- Markenartikel
- Marketing
- Werbepsychologie
- Reclame
- Merknamen
- China
- 659.10951 22
- HF5813.C5 W37 2008eb
- 85.40
- AP 17200
Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Electronic-Books | OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Includes bibliographical references (pages 357-392) and index.
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.
Print version record.
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 perspective on China during its accelerated reintegration into the global market system.
In English.
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