Brand New China

  • Filename: brand-new-china.
  • ISBN: 9780674047082
  • Release Date: 2010-04-10
  • Number of pages: 432
  • Author: Jing Wang
  • Publisher: Harvard University Press



'Brand New China' offers a detailed, penetrating and up-to-date portrayal of branding and advertising in contemporary China. Wang takes readers inside an advertising agency to show the influence of American branding theories and models and also examines the impact of new media practices on Chinese advertising.

Inside the New China

  • Filename: inside-the-new-china.
  • ISBN: 9781412843713
  • Release Date:
  • Number of pages: 264
  • Author: Gene Ayres
  • Publisher: Transaction Publishers



China is no longer a Third World country. It is now the world's fastest growing economy. Even after the 2008 Olympics, this fact may come as a shock to many Americans, who continue to think that the Chinese still march around in brown uniforms with red stars on their caps arresting dissidents for wearing capitalist Levis. China has at last count, more than half a billion cell phone users. Indeed, the Chinese are not only the world's leading users of mobile phones, but also the leading suppliers. No Chinese student goes without one and even a donkey cart driver chatting away on a mobile is not an uncommon sight. China's educated New Generation is possibly the most highly motivated force since the post-World War II generation in America. The young people of China are the next wave of a flourishing Chinese middle class now estimated as 13.5 % of the population, and expected to be 600 million strong by 2015, according toBusiness Week. These young people want to drive cars like ours, live in houses like ours, own condos near the beach, wear designer clothes, and carry cell phones, iPods, camcorders, digital cameras, and MP3 players, just like Americans. Tens of millions already do. During a thirty-month stay in China around 2008, Ayres was presented to soldiers straight out of boot camp, toasted by military generals and governors, invited to parties with local leaders as a ""foreign expert and dignitary,"" and begged to counsel dissidents and the lovelorn. He rode buses jammed with peasants hoping that they would actually be paid at the end of the month. He dickered with farmers in open markets and street vendors desperate to make ends meet. He dealt with smooth, savvy merchants in upscale department stores; and debated policy with Communist Party bosses. This revised paperback edition of the author's earlier work, A Billion to One, is a vivid, intimate account of China as it is today.

Brand New

  • Filename: brand-new.
  • ISBN: 1578512212
  • Release Date: 2001
  • Number of pages: 469
  • Author: Nancy Fowler Koehn
  • Publisher: Harvard Business Press



Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buying one "built to order." According to business historian Nancy F. Koehn, these pathbreaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants. InBrand New, Koehn introduces us to six extraordinary leaders of brand creation who lived and worked during periods of widespread change: Josiah Wedgwood in the Industrial Revolution; Henry Heinz and Marshall Field in the Transportation and Communication Revolution; and Estée Lauder, Howard Schultz of Starbucks, and Michael Dell in the Information Revolution. Through compelling and engaging profiles of these entrepreneurial visionaries, she reveals a provocative relationship between economic turbulence, household priorities, and company strategy that holds important lessons for today's brand builders. According to Koehn, these forward-thinking individuals understood the profound effects that socioeconomic change has on what customerswant, have,andcan affordas much as on what companies make-and were masters at exploiting the enormous business opportunities these demand-side shifts created. Indeed, the brands and companies created by these individuals have become such a part of everyday life that we've made them part of common speech: we pass the Heinz; eat off Wedgwood; order a Starbucks. Koehn draws from their diaries, correspondence, and official business records to demonstrate that these entrepreneurs were more than savvy marketers; they were institution builders. She shows how each used brand not as a logo, but as a vital strategic tool for creating best-of-class companies-and for building powerful organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds,Brand Newwill convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.

The New Chinese Traveler

  • Filename: the-new-chinese-traveler.
  • ISBN: 1137397284
  • Release Date: 2014-09-15
  • Number of pages: 256
  • Author: Gary Bowerman
  • Publisher: Palgrave Macmillan



Going beyond the scenes of the Chinese travel revolution, this book explains the emerging trends and developments of Chinese outbound travel, alongside the motivations, desires and expectations of Chinese leisure and business travelers. Featuring interviews with Chinese travelers, travel industry figures and travel journalists in different locations, global tourism boards, hoteliers, retail experts, marketing and branding consultants, the book helps business executives around the world to better understand the complexities and challenges of Chinese outbound travel, and create and deliver their own products and services that will meet the rapidly evolving and diversifying requirements of tech-savvy Chinese travelers.

Elite China

  • Filename: elite-china.
  • ISBN: 9781118179215
  • Release Date: 2011-12-27
  • Number of pages: 600
  • Author: Pierre Xiao Lu
  • Publisher: John Wiley & Sons



A ground-breaking exploration of the Chinese elite's consumption of luxury products and their attitudes toward luxury goods. Elite China identifies the Chinese luxury product consumers and the characteristics of their luxury consumption, explains the implications for luxury firms and marketers and most importantly, spells out strategies for international luxury brands and Chinese luxury brands to succeed in Chinese market.

What Chinese Want

  • Filename: what-chinese-want.
  • ISBN: 9781137000545
  • Release Date: 2012-05-22
  • Number of pages: 272
  • Author: Tom Doctoroff
  • Publisher: Macmillan



Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including: - why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth; - their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and - the long and storied past that still drives decision making at corporate, local, and national levels. Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.

Brand New World

  • Filename: brand-new-world.
  • ISBN: UVA:X030559072
  • Release Date: 2009
  • Number of pages: 266
  • Author: Max Lenderman
  • Publisher: Harpercollins Canada



To get around a ban on alcohol advertising, a Russian oligarch starts a bank using the same name as his premium bestselling vodka. Russian Standard is still the #1 vodka and is now the largest consumer bank, issuing 77 percent of credit cards in the country. Silk Street market, the epicentre of piracy and counterfeiting in China, launches its own brand. In a press release, the new company announces that anyone using its "brand" outside the market will be held liable. A Thai company reaches millions of consumers by installing combs in the tangled wires above the streets of Bangkok to promote its hair-care products. We live in a brand new world, where marketing is taking on incredible new forms, especially in the hyper-developing "BRIC" countries: Brazil, Russia, India and China. The almost unimaginable economic growth in these nations is revolutionizing marketing across the planet. Drawing from over two years of extensive travel and research, award- inning creative director Max Lenderman shares groundbreaking marketing strategies and business models that every savvy marketer and corporate visionary needs to understand. Brisk, fascinating and a little shocking, Brand New World is both a window and a mirror into the future of global marketing. Brand New World Market Facts: * To combat piracy, Adobe released sponsored free versions of its software for in China. The Gillette logo appears next to the "cut" command. Xerox sponsors "copy"; Citibank subsidizes "save"; and Tide funds "clear." * QQ, a Chinese social networking site, boasts 300 million active accounts and a total revenue of $523 million--about four times higher than the revenues of Facebook. * Similar to Los Angelenos, whose car payments can be three times higher than their rent, Russian teens often spend more on their belt buckles than on the rest of their wardrobes.

The Lucky Ones

  • Filename: the-lucky-ones.
  • ISBN: 9781400845033
  • Release Date: 2012-05-27
  • Number of pages: 344
  • Author: Mae M. Ngai
  • Publisher: Princeton University Press



The Lucky Ones uncovers the story of the Tape family in post-gold rush, racially explosive San Francisco. Mae Ngai paints a fascinating picture of how the role of immigration broker allowed patriarch Jeu Dip (Joseph Tape) to both protest and profit from discrimination, and of the Tapes as the first of a new social type--middle-class Chinese Americans. Tape family history illuminates American history. Seven-year-old Mamie attempts to integrate California schools, resulting in the landmark 1885 case Tape v. Hurley. The family's intimate involvement in the 1904 St. Louis World's Fair reveals how Chinese American brokers essentially invented Chinatown, and so Chinese culture, for American audiences. Finally, The Lucky Ones reveals aspects--timely, haunting, and hopeful--of the lasting legacy of the immigrant experience for all Americans. This expanded edition features a new preface and a selection of historical documents from the Chinese exclusion era that forms the backdrop to the Tape family's story.

The Oxford Handbook of the History of Consumption

  • Filename: the-oxford-handbook-of-the-history-of-consumption.
  • ISBN: 9780191624353
  • Release Date: 2012-03-22
  • Number of pages: 720
  • Author: Frank Trentmann
  • Publisher: OUP Oxford



The term 'consumption' covers the desire for goods and services, their acquisition, use, and disposal. The study of consumption has grown enormously in recent years, and it has been the subject of major historiographical debates: did the eighteenth century bring a consumer revolution? Was there a great divergence between East and West? Did the twentieth century see the triumph of global consumerism? Questions of consumption have become defining topics in all branches of history, from gender and labour history to political history and cultural studies. The Oxford Handbook of the History of Consumption offers a timely overview of how our understanding of consumption in history has changed in the last generation, taking the reader from the ancient period to the twenty-first century. It includes chapters on Asia, Europe, Africa, and North America, brings together new perspectives, highlights cutting-edge areas of research, and offers a guide through the main historiographical developments. Contributions from leading historians examine the spaces of consumption, consumer politics, luxury and waste, nationalism and empire, the body, well-being, youth cultures, and fashion. The Handbook also showcases the different ways in which recent historians have approached the subject, from cultural and economic history to political history and technology studies, including areas where multidisciplinary approaches have been especially fruitful.

Created in China

  • Filename: created-in-china.
  • ISBN: 9781134117857
  • Release Date: 2007-10-30
  • Number of pages: 208
  • Author: Michael Keane
  • Publisher: Routledge



This book examines China’s creative economy—and how television, animation, advertising, design, publishing and digital games are reshaping traditional understanding of culture. Since the 1950s China has endeavoured to catch-up with advanced Western economies. ‘Made in China’ is one approach to global competitiveness. But a focus on manufacturing and productivity is impeding innovation. China imports creativity and worries about its ‘cultural exports deficit’. In the cultural sector Chinese audiences are attracted to Korean, Taiwanese, and Japanese culture, as well as Hollywood cinema. This book provides a fresh look looks at China’s move up the global value chain. It argues that while government and (most) citizens would prefer to associate with the nationalistic, but unrealized ‘created in China’ brand, widespread structural reforms are necessary to release creative potential. Innovation policy in China has recently acknowledged these problems. It considers how new ways of managing cultural assets can renovate largely non-competitive Chinese cultural industries. Together with a history of cultural commerce in China, the book details developments in new creative industries and provides the international context for creative cluster policy in Beijing and Shanghai.

Globalisation and Advertising in Emerging Economies

  • Filename: globalisation-and-advertising-in-emerging-economies.
  • ISBN: 9781136504457
  • Release Date: 2013-10-11
  • Number of pages: 200
  • Author: Lynne Ciochetto
  • Publisher: Routledge



Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors. Using a series of country studies, this book explores the dynamics of global capitalism from the perspective of global advertising. The book highlights the on-going expansion of advertising and consumerism against the wider socio-economic, political and cultural contexts. It provides fresh insights about contemporary global priorities, and argues that advertising plays a key role linking culture and the economy. By presenting individual case studies of advertising campaigns, it offers examples of the globalisation of specific brands. Environmental implications of the expansion of advertising and its role in stimulating consumerism are explored in the context of the four emerging economies. The book compares and contrasts the individual country profiles, and makes an assessment of the validity of the argument regarding their projected importance and the likelihood of their future dominance of the global economy.

China Rich Girlfriend

  • Filename: china-rich-girlfriend.
  • ISBN: 9781925267570
  • Release Date: 2015-06-24
  • Number of pages: 400
  • Author: Kevin Kwan
  • Publisher: Allen & Unwin



Kevin Kwan, bestselling author of Crazy Rich Asians, is back with a wickedly funny new novel of social climbing, secret emails, art-world scandal, lovesick billionaires, and the outrageous story of what happens when Rachel Chu, engaged to marry Asia's most eligible bachelor, discovers her birth father. On the eve of her wedding to Nicholas Young, heir to one of the greatest fortunes in Asia, Rachel should be over the moon. She has a flawless Asscher-cut diamond from JAR, a wedding dress she loves more than anything found in the salons of Paris and a fiance willing to sacrifice his entire inheritance in order to marry her. But Rachel still mourns the fact that her birth father, a man she never knew, won't be able to walk her down the aisle. Until: a shocking revelation draws Rachel into a world of Shanghai splendour beyond anything she has ever imagined. Here we meet Carlton, a Ferrari-crashing bad boy known for Prince Harry-like antics; Colette, a celebrity girlfriend chased by fevered paparazzi; and the man Rachel has spent her entire life waiting to meet: her father. Meanwhile, Singapore's It Girl, Astrid Leong, is shocked to discover that there is a downside to having a newly minted tech billionaire husband. A romp through Asia's most exclusive clubs, auction houses and estates, China Rich Girlfriend brings us into the elite circles of Mainland China, introducing a captivating cast of characters and offering an inside glimpse at what it's like to be gloriously, crazily, China-rich.

China s Naval Power

  • Filename: china-s-naval-power.
  • ISBN: 9781472402707
  • Release Date: 2014-02-28
  • Number of pages: 234
  • Author: Dr Yves-Heng Lim
  • Publisher: Ashgate Publishing, Ltd.



The rapid modernization of the Chinese Navy is a well-documented reality of the post-Cold War world. In two decades, the People's Liberation Army Navy has evolved from a backward force composed of obsolete platforms into a reasonably modern fleet whose growth is significantly shaking the naval balance in East Asia. The rationale behind China's contemporary rise at sea remains, however, difficult to grasp and few people have tried to see how the current structure of the international system has shaped Chinese choices. This book makes sense of Chinese priorities in its naval modernization in a 'robust' offensive realist framework. Drawing on Barry Posen's works on sources of military doctrine, it argues that the orientation of Beijing's choices concerning its naval forces can essentially be explained by China's position as a potential regional hegemon. Yves-Heng Lim highlights how a rising state develops naval power to fulfil its security objectives, a theoretical perspective that goes farther than the sole Chinese case.

DMCA - Contact