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Více informací o knize Consumer-Citizens of China (Open Access)

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Anotace knihy

Going beyond generalizations about "the Chinese consumer" this book shows that marketersa (TM) decisions to brand a product as foreign evokes intense emotions, both positive and negative, which derive from reflexive linkages of "foreign brands" to national narratives of East-West relations. Topics covered include: -the historical shaping of present-day consumer decisions -issues of political correctness in foreign brand consumption -the often neglected dark-side and feared aspects that foreign Western brands hold for many Chinese consumers. -Chinese consumersa (TM) fantasies of foreign brands and how those work to ritualize their marketplace behavior -institutionally constructed national narratives and the ways in which Chinese citizens engage these to guide their foreign brand choices This book is suitable for upper-level undergraduates, postgraduates, academics and professionals studying consumer behaviour in China, Chinese marketing and Chinese business.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Consumer-Citizens of China (Open Access)
• Podnázev: The Role of Foreign Brands in the Imagined Future China
• Autor: Lily Dong
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 176
• EAN: 9780415553490
• ISBN: 9780415553490
• ID: 06678557
• Nakladatelství: Taylor & Francis Ltd
• Hmotnost: 410 g
• Rozměry: 242 × 162 × 15 mm
• Datum vydání: 29. October 2010

Oblíbené z jiného soudku

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