Brand New China: Advertising, Media, and Commercial Culture
Offers a perspective on the advertising and marketing culture of China. This book takes us inside an advertising agency to show the influence of American branding theories and models. It examines the impact of media practices on Chinese advertising and deliberates on the convergence of grassroots creative culture and viral marketing strategies.
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Produktdetails
- ISBN: 978-0-674-04708-2
- EAN: 9780674047082
- Produktnummer: 5621408
- Verlag: Harvard Univ Pr
- Sprache: Englisch
- Erscheinungsjahr: 2010
- Seitenangabe: 411 S.
- Masse: H20.1 cm x B13.3 cm x D3.3 cm 488 g
- Gewicht: 488
Über den Autor
Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.
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