| Understanding China's Digital Generation: A marketer's guide to understanding young Chinese consumers Contributor(s): Block Ph. D., Martin P. (Author), Schultz Ph. D., Don E. (Author), Schultz, Heidi (Author) |
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ISBN: 0984875611 ISBN-13: 9780984875610 Publisher: Prosper Business Development Corporation OUR PRICE: $18.00 Product Type: Paperback Published: January 2013 |
| Additional Information |
| BISAC Categories: - Business & Economics | International - Marketing |
| Physical Information: 0.68" H x 5.98" W x 9.02" (0.96 lbs) 324 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: A Marketer's Guide to Understanding China's Digital Generation China's Digital Generation is driving the country's rapidly growing consumer economy. These savvy young consumers are a powerful force, shaping China's markets now and for years to come. Drawing on the massive ProsperChina Quarterly Survey, this book presents a clear, practical view of how this generation acts, shops, and plans for the future. Ample comparisons are made between Chinese and U.S. consumers, providing useful cultural and behavioral benchmarks for marketers of consumer products and services. A must-read for global leaders developing, refining and implementing marketing and communication programs in the world's most challenging and complicated market. |