One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-le

This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s

'Brand New China' offers a detailed, penetrating and up-to-date portrayal of branding and advertising in contemporary China. Wang takes readers inside an advert

Branding in China is thoroughly researched and written for all who are interested in marketing products and services to the world's fastest growing market of 1.