Understanding China's Digital Generation - A marketer's guide to understanding young Chinese consumers (Paperback)

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.

General

Imprint:	Prosper Business Development Corporation
Country of origin:	United States
Release date:	2013
First published:	2013
Authors:	Martin P. Block Ph. D. • Don E. Schultz Ph. D. • Heidi Schultz
Dimensions:	229 x 152 x 17mm (L x W x T)
Format:	Paperback - Trade
Pages:	324
ISBN-13:	978-0-9848756-1-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-9848756-1-1
Barcode:	9780984875610

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!