Brand new China [[electronic resource] ] : advertising, media, and commercial culture / / Jing Wang
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| Autore: |
Wang Jing <1950->
|
| Titolo: |
Brand new China [[electronic resource] ] : advertising, media, and commercial culture / / Jing Wang
|
| Pubblicazione: | Cambridge, Mass., : Harvard University Press, 2008 |
| Descrizione fisica: | 1 online resource (xii, 411 p. ) : ill |
| Disciplina: | 659.10951 |
| Soggetto topico: | Advertising - China |
| Marketing - China | |
| Brand name products - China | |
| Classificazione: | 85.40 |
| Note generali: | Bibliographic Level Mode of Issuance: Monograph |
| Nota di bibliografia: | Includes bibliographical references (p. 357-392) and index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Brand new China |
| ISBN: | 0-674-26823-7 |
| 0-674-04482-7 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910777461203321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |