02502nam 2200649 a 450 991077746120332120230721031441.00-674-26823-70-674-04482-710.4159/9780674044821(CKB)1000000000429569(StDuBDS)AH23050941(SSID)ssj0000114375(PQKBManifestationID)11887323(PQKBTitleCode)TC0000114375(PQKBWorkID)10125516(PQKB)10647758(MiAaPQ)EBC3300154(DE-B1597)457794(OCoLC)432671594(OCoLC)979574184(OCoLC)984653159(DE-B1597)9780674044821(Au-PeEL)EBL3300154(CaPaEBR)ebr10313872(EXLCZ)99100000000042956920070705d2008 uy 0engur|||||||||||txtccrBrand new China[electronic resource] advertising, media, and commercial culture /Jing WangCambridge, Mass. Harvard University Press20081 online resource (xii, 411 p. ) illBibliographic Level Mode of Issuance: Monograph0-674-04708-7 0-674-02680-2 Includes bibliographical references (p. 357-392) and index.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.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.AdvertisingChinaMarketingChinaBrand name productsChinaAdvertisingMarketingBrand name products659.1095185.40bclWang Jing1950-889590MiAaPQMiAaPQMiAaPQBOOK9910777461203321Brand new China3826382UNINA