Brand New China : Advertising, Media, and Commercial Culture

Jing Wang

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.

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Year of publication:	2008
Authors:	Wang, Jing
Publisher:	Cambridge, Mass : Harvard University Press
Subject:	Werbung \| Advertising \| Markenführung \| Brand management \| Markenartikel \| Brand \| Kulturelle Identität \| Cultural identity \| China \| Marketing \| Werbepsychologie
Description of contents:	Description [degruyter.com] ; Description [degruyter.com] ; Description [degruyter.com]

Extent:	Online-Ressource (xiii, 411 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In English
ISBN:	978-0-674-04482-1 ; 0-674-02680-2 ; 0-674-04482-7 ; 978-0-674-02680-3 ; 978-0-674-04482-1
Other identifiers:	10.4159/9780674044821 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014488069