TY  - BOOK
AU  - Wang,Jing
TI  - Brand New China: Advertising, Media, and Commercial Culture 
SN  - 9780674026803
AV  - HF5813.C5.W37 2008eb 
U1  - 659.10951 
PY  - 2009///]
CY  - Cambridge, MA : 
PB  - Harvard University Press, 
KW  - Advertising
KW  - China
KW  - Brand name products
KW  - Marketing
KW  - BUSINESS & ECONOMICS / Advertising & Promotion
KW  - bisacsh
N1  - Frontmatter --; Contents --; Preface --; Introduction: Framing Chinese Advertising --; 1 Local Content --; 2 Positioning the New Modern Girl --; 3 The Synergy Buzz and JV Brands --; 4 Storytelling and Corporate Branding --; 5 Bourgeois Bohemians in China? --; 6 Hello Moto: Youth Culture and Music Marketing --; Conclusion: Countdown to the Olympics --; Notes --; References --; Acknowledgments --; Index; restricted access
N2  - 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
UR  - https://doi.org/10.4159/9780674044821
UR  - https://www.degruyter.com/isbn/9780674044821
UR  - https://www.degruyter.com/document/cover/isbn/9780674044821/original
ER  -