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Record Nr. |
UNINA9910823269903321 |
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Autore |
Wang Jing <1950-> |
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Titolo |
Brand new China : advertising, media, and commercial culture / / Jing Wang |
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Pubbl/distr/stampa |
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Cambridge, Mass., : Harvard University Press, 2008 |
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ISBN |
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0-674-26823-7 |
0-674-04482-7 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (xii, 411 p. ) : ill |
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Classificazione |
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Disciplina |
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Soggetti |
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Advertising - China |
Marketing - China |
Brand name products - China |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Bibliographic Level Mode of Issuance: Monograph |
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Nota di bibliografia |
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Includes bibliographical references (p. 357-392) and index. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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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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