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Brand new China : advertising, media, and commercial culture / Jing Wang.
- Format:
- Book
- Author/Creator:
- Wang, Jing, 1950-
- Language:
- English
- Subjects (All):
- Advertising--China.
- Advertising.
- Marketing--China.
- Marketing.
- Brand name products--China.
- Brand name products.
- Physical Description:
- 1 online resource (xii, 411 p. ) ill.
- Edition:
- 1st ed.
- Place of Publication:
- Cambridge, Mass. : Harvard University Press, 2008.
- Language Note:
- English
- Summary:
- 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.
- Contents:
- 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.
- Notes:
- Bibliographic Level Mode of Issuance: Monograph
- Includes bibliographical references (p. 357-392) and index.
- ISBN:
- 9780674268234
- 0674268237
- 9780674044821
- 0674044827
- OCLC:
- 432671594
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