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. |
搜尋書籍內容
第 1 到 5 筆結果,共 45 筆
... Synergy Buzz and JV Brands 108 4 Storytelling and Corporate Branding 144 5 Bourgeois Bohemians in China ? 180 6 Hello Moto : Youth Culture and Music Marketing 211 7 CCTV and the Advertising Media 247 Conclusion : Countdown to the ...
... synergy - making , and asks how one bonds with the locals — a concern of multinational and domes- tic Chinese advertisers alike . This task is pressing not least because of the analytical bias in our current literature on branding and ...
... synergy " in corporate China ; organizational storytelling and the making of corporate culture ; the future of Chinese nation- alism as a sales pitch ; the impact of media policies over advertising ; and China's Central TV station and ...
... synergy making . I track the story and contro- versy of the Wahaha - Danone merger and assess the performance of global brands in generating synergy in China . Wahaha's " branded house " architecture is studied as a " synergy - driven ...
很抱歉,此頁的內容受到限制.
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 | |