Brand New China: Advertising, Media, and Commercial CultureHarvard University Press, 2010年4月10日 - 432 頁 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. Jing 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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第 1 到 5 筆結果,共 55 筆
... Asian print ads and television commercials . These rigorous exercises gave me a strong textbook - based approach to advertising . But I was left craving the field knowledge that only an advertising agency can provide . By mere fluke , I ...
... Asian strength , is inferior to the American para- digm of product branding . Brand New China places these debates at the intersection of dialogues that are at once commercial , socio- economic , and cultural . THE GOLD , BLUE , AND ...
... Asia's trading culture was inferior to U.S. marketing culture , should marketing and positioning be driving sales rather than the other way around ? Another question was whether counterfeiting was threatening the development of brands ...
... Asian youth have ballooned . " I quote from a research report of Ogilvy Beijing . Creativity is held in the hands of individual users , who produce media spectacles that have real sales value . The best example is the hilarious spoof of ...
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內容
Local Content | 36 |
Positioning the New Modern Girl | 68 |
The Synergy Buzz and JV Brands | 108 |
Storytelling and Corporate Branding | 144 |
Bourgeois Bohemians in China? | 180 |
Hello Moto Youth Culture and Music Marketing | 211 |
CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |