Brand new China: (Record no. 7022)

MARC details
000 -LEADER
fixed length control field 02301nam a22002057a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20240709111028.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780674026803
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.10951
Item number WAN
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Wang, Jing
245 ## - TITLE STATEMENT
Title Brand new China:
Remainder of title advertising, media, and commercial culture
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. Cambridge
Name of publisher, distributor, etc. Harvard University Press
Date of publication, distribution, etc. 2008
300 ## - PHYSICAL DESCRIPTION
Extent xiii, 411 p.
365 ## - TRADE PRICE
Price type code INR
Price amount 2417.08
520 ## - SUMMARY, ETC.
Summary, etc. one part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.<br/><br/>Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.<br/><br/>This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization.<br/><br/>Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society<br/>(https://www.hup.harvard.edu/books/9780674047082)
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising-China
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing-China
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Brand Name Products-China
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 07/09/2024 Gratis Book   659.10951 WAN G00267 07/09/2024 1 2417.08 07/09/2024 Book

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