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    Brand New China: Advertising, Media, and Commercial Culture

     
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    Brand New China: Advertising, Media, and Commercial Culture

    Description

    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.

    Product details

    EAN/ISBN:
    9780674047082
    Medium:
    Paperback
    Number of pages:
    411
    Publication date:
    2010-04-10
    Publisher:
    Harvard University Press
    Languages:
    english
    EAN/ISBN:
    9780674047082
    Medium:
    Paperback
    Number of pages:
    411
    Publication date:
    2010-04-10
    Publisher:
    Harvard University Press
    Languages:
    english

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