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All eyes East : lessons from the front lines of marketing to China's youth

Author: Mary Bergstrom
Publisher: New York, NY : Palgrave Macmillan, 2012.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
The allure of the world's fastest growing economy and largest population is undeniable; global companies crowd into the mainland in search of salvation to offset markets that have peaked or are in decline. China's youth population is composed of 500 million under the age of 30 and is poised to play a vital role in the global economy. Until now, no one has focused on this powerful group and the strategies that  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Mary Bergstrom
ISBN: 9780230120624 0230120628
OCLC Number: 711049269
Description: xiii, 237 pages : illustrations ; 24 cm
Contents: The new (r)evolutionaries : 70s, 80s, and 90s generations --
Progress : mapping new roads to success --
Tipping gender : from boys rule to girl power --
About face : seeing new beauty codes --
Speaking up : the seeds of activism --
Creative sub-cultures : building outside the mainstream --
Re-branding Chineseness : new China, new identity.
Responsibility: by Mary Bergstrom.

Abstract:

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  Read more...

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"All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she Read more...

 
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