Brand New China : Advertising, Media, and Commercial Culture

Intro -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing -- 7 CCTV and the Advertising Media -- Conclusion: Countdown to the Olympics -- Notes -- References -- Acknowledgments -- Index.

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Year of publication:	2009 ; Online-Ausg.
Authors:	Wang, Jing
Publisher:	Cambridge : Harvard University Press
Subject:	Werbung \| Advertising \| Markenführung \| Brand management \| Markenartikel \| Brand \| Kulturelle Identität \| Cultural identity \| China \| Marketing \| Werbepsychologie

Extent:	Online-Ressource (1 online resource (432 p.))
Series:	Ebrary online EBL-Schweitzer
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record
ISBN:	978-0-674-04482-1 ; 978-0-674-02680-3
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012685797