Bergstrom All Eyes East

Lessons from the Front Lines of Marketing to China's Youth
2012
ISBN: 978-0-230-39368-4
Verlag: Palgrave Macmillan US
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 237 Seiten, eBook

All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth, revealing what makes them unique from their counterparts around the world.

Zielgruppe

Research

Autoren/Hrsg.

Bergstrom, M.

Inhaltsverzeichnis

Acknowledgements Introduction 1. The New (R)evolutionaries: 70s, 80s, and 90s Generations 2. Progress: Mapping New Roads to Success 3. Tipping Gender: From Boys Rule to Girl Power 4. About Face: Seeing New Beauty Codes 5. Speaking Up: The Seeds of Activism 6. Creative Sub-cultures: Building Outside The Mainstream 7. Re-branding Chineseness: New China, New Identity

Über Autor(innen)

MARY BERGSTROM Founder of Bergstrom Trends, an insights and trends consultancy helping marketers understand and connect with Chinese consumers. She has been featured on NPR's Marketplace; ABC News; The Wall Street Journal and Women's Wear Daily.