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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Consumer-Citizens of China (Open Access)
• Podtytuł: The Role of Foreign Brands in the Imagined Future China
• Autor: Lily Dong
• Język: Angielski
• Oprawa: Twarda
• Liczba stron: 176
• EAN: 9780415553490
• ISBN: 9780415553490
• ID: 06678557
• Wydawca: Taylor & Francis Ltd
• Waga: 410 g
• Wymiary: 242 × 162 × 15 mm
• Data wydania: 29. October 2010

Ulubione w innej kategorii

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