| Description |
240 pages ; 24 cm |
| Contents |
Introduction : the extraordinary Chinese -- Ch. 1. Big dreams, small potatoes : the motivations of China's new middle class -- Ch. 2. Dreams and disasters : China's mass market mindset -- Ch. 3. Balancing half the sky : what Chinese women want -- Ch. 4. The mind of Chinese men : the anxiety of disorientation -- Ch. 5. Conformist individualism and Chinese youth -- Ch. 6. The "Chineseness" of the mainland : versus Hong Kong and Taiwan -- Ch. 7. Soft touch and hard cash : the iron link between insight and profit -- Ch. 8. The brand vision : the soul of the machine -- Ch. 9. Portfolio management in the PRC : how and when to extend a brand -- Ch. 10. Anticipating the peculiarities of the China's media scene -- Ch. 11. How to leverage the glory of Beijing 2008 -- Ch. 12. Into the shallow end : ten easy tips for good China ads -- Ch. 13. Missing the point : why multinational corporations fail in China -- Ch. 14. Culture, corporate structure, and the elusive power of local brands |
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Ch. 15. Chinese consumers, Chinese brands, and the MNC learning curve -- Ch. 16. Chinese cultural relativism and global branding |
| Bibliography |
Includes bibliographical references and index |
| 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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| LC no. |
2005049303 |
| ISBN |
1403971692 (hbk.) |
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