All Eyes East [electronic resource] : Lessons from the Front Lines of Marketing to China's Youth /
Bergstrom, M.author.
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.
FIGURES -- FOREWORD -- ACKNOWLEDGMENTS -- INTRODUCTION --  THE NEW (R)EVOLUTIONARIES: THE POST-70S, POST-80s, AND POST-90s  GENERATIONS -- PROGRESS: MAPPING NEW ROADS TO SUCCESS -- TIPPING GENDER SCALES: FROM BOYS RULE TO GIRL POWER -- ABOUT FACE: SEEING NEW BEAUTY CODES --  SPEAKING UP: THE SEEDS OF ACTIVISM -- DRIVING SUBCULTURES: BUILDING A CENTER ON THE EDGE -- REBRANDING CHINESENESS: NEW CHINA, NEW IDENTITY --  NOTES -- INDEX
Includes bibliographical references and index.
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.
International business enterprises.
Marketing.
International economics.
Market research.
International Business.
Marketing.
International Economics.
Market Research/Competitive Intelligence.