Brand New China: Advertising, Media, and Commercial Culture

by Jing Wang (Author)

• New

  Paperback
  2010

  $37.28

  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.