| Description |
xiii, 225 pages : illustrations ; 24 cm |
| Note |
Originally published: 2005. |
|
Includes index. |
| Contents |
Introduction: the extraordinary Chinese -- Part I. Chinese culture and buyer motivations: Big dreams, small potatoes: the motivations of China's new middle class -- Dreams and disasters: China's mass market mindset -- Balancing half the sky: what Chinese women want -- The mind of Chinese men: the anxiety of disorientation -- Conformist individualism and Chinese youth -- The "Chineseness" of the mainland versus Hong Kong and Taiwan. -- Part II. The fundamentals of relevant China strategies: Soft touch and hard cash: the iron link between insight and profit -- The brand vision: the soul of the machine -- Portfolio management in the PRC: how and when to extend a brand -- Anticipating the peculiarities of China's media scene -- How to leverage the glory of Beijing 2008 -- Part III. On the ground lessons: winning and losing in China: Into the shallow end: ten easy tips for good China ads -- Missing the point: why mulitnational corporations fail in China -- Culture, corporate structure, and the elusive power of local brands -- Chinese consumers, Chinese brands and the MNG learning curve -- Chinese cultural relativism and global branding. |
| Subject |
Consumers -- China -- Attitudes.
|
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Consumers' preferences -- China.
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Intercultural communication -- China.
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Communication and culture -- China.
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Marketing -- China.
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| ISBN |
1403976635 paperback |
|
9781403976635 paperback |
|
