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Book Cover
Author Cochran, Sherman, 1940- author.

Title Chinese medicine men : consumer culture in China and Southeast Asia / Sherman Cochran
Published Cambridge, Massachusetts : Harvard University Press, 2006


Description 1 online resource (x, 242 pages, 36 unnumbered pages of plates) : illustrations, maps
Contents Frontmatter -- Acknowledgments -- CONTENTS -- List of Illustrations -- 1 Consumer Culture in Chinese History -- 2 Inventing Imperial Traditions and Building Olde Shoppes -- 3 Advertising Dreams -- 4 Capturing a National Market -- 5 Crossing Enemy Lines -- 6 Crossing National Borders -- 7 Agents of Consumer Culture -- Abbreviations Used in Notes -- Notes -- Archives -- Works Cited -- List of Illustration Credits -- Index
Summary In this book, Sherman Cochran reconsiders the nature and role of consumer culture in the spread of cultural globalization. He moves beyond traditional debates over Western influence on non-Western cultures to examine the points where Chinese entrepreneurs and Chinese-owned businesses interacted with consumers. Focusing on the marketing of medicine, he shows how Chinese constructed consumer culture in China and Southeast Asia and extended it to local, national, and transnational levels. Through the use of advertisements, photographs, and maps, he illustrates the visual forms that Chinese enterprises adopted and the far-flung markets they reached. Cochran brings to light enduring features of the Chinese experience with consumer culture. Surveying the period between the 1880s and the 1950s, he observes that Chinese businesses surpassed their Western counterparts in capturing Chinese and Southeast Asian sales of medicine in both peacetime and wartime. He provides revealing examples of Chinese entrepreneurs' dealings with Chinese and Japanese political and military leaders, particularly during the Sino-Japanese War of 1937-45. The history of Chinese medicine men in pre-socialist China, he suggests, has relevance for the twenty-first century because they achieved goals--constructing a consumer culture, competing with Western-based corporations, forming business-government alliances, capturing national and transnational markets--that their successors in contemporary China are currently seeking to attain
Bibliography Includes bibliographical references (pages 199-223) and index
Notes English
Subject Consumer behavior -- China -- History
Consumer behavior -- Southeast Asia -- History
Popular culture -- China -- History
Popular culture -- Southeast Asia -- History
Drugs -- Marketing.
Drug Industry -- history
Marketing -- history
Social Change -- history
History, 20th Century
History, 19th Century
HISTORY -- Asia -- China.
Consumer behavior
Drugs -- Marketing
Popular culture
Southeast Asia.
Asia, Southeastern
Southeast Asia
Genre/Form History
Form Electronic book
LC no. 2005043546
ISBN 9780674021617