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Index
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Chapters in this book
- Frontmatter i
- Contents vii
- Preface ix
- Introduction: Framing Chinese Advertising 1
- 1 Local Content 36
- 2 Positioning the New Modern Girl 68
- 3 The Synergy Buzz and JV Brands 108
- 4 Storytelling and Corporate Branding 144
- 5 Bourgeois Bohemians in China? 180
- 6 Hello Moto: Youth Culture and Music Marketing 247
- Conclusion: Countdown to the Olympics 288
- Notes 315
- References 357
- Acknowledgments 393
- Index 399
Chapters in this book
- Frontmatter i
- Contents vii
- Preface ix
- Introduction: Framing Chinese Advertising 1
- 1 Local Content 36
- 2 Positioning the New Modern Girl 68
- 3 The Synergy Buzz and JV Brands 108
- 4 Storytelling and Corporate Branding 144
- 5 Bourgeois Bohemians in China? 180
- 6 Hello Moto: Youth Culture and Music Marketing 247
- Conclusion: Countdown to the Olympics 288
- Notes 315
- References 357
- Acknowledgments 393
- Index 399
