By M. Bergstrom

ISBN-10: 0230393683

ISBN-13: 9780230393684

ISBN-10: 1349585327

ISBN-13: 9781349585328

All Eyes East: How chinese language early life will Revolutionize international advertising presents manufacturers seeking to capitalize in this new global order with the perception they should comprehend and trap the world's strongest viewers. Bergstrom presents insights into chinese language early life, revealing what makes them distinct from their opposite numbers round the world.

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Extra resources for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth

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Product placements by Lipton, Nokia, and Lenovo were par for the course in this romantic comedy. But unlike its predecessors, the movie upped the ante to put luxury brands on the big screen too, in a leading role. With famed Sex and the City style guru Patricia Fields consulting on costumes, luxury brands were highlighted as the new wardrobe of success. Typical of Chinese youth's reputation for "spending tomorrow's money today," Lala's buying sprees increase with her salary, and she releases her frustrations by a credit card-enabled shopping extravaganza.

They were eager to don Western-style suits, gossip with coworkers about office politics, and dream of someday becoming a manager. But the real payoff would come in the form of a salary that would make their parents proud, impress their friends, and provide them with a ticket into a new world. The best-selling book A Story of Lala's Promotion was originally penned in 2007 by Li Ke as a novel, but was adopted as a popular and informative "how-to" guide. 16 From her position in the human resources department of a Fortune 500 company, the author provided a first-hand account of how to work and live as a white-collar employee in a foreign environment.

Adopting surface cues keeps them up-to-date in a general, modern youth vernacular, but the distinctly Chinese foundation from which they see themselves and the world is not so easily transformed. Two DISTINCT WAYS OF SEEING THE WORLD Although the country's modernization seems unstoppable, the notion of Chinese society following in Western footsteps seems highly unlikely. Researchers at Massachusetts Institute of Technology (MIT) (building on previous research, including Richard E. Nisbett's book The Geography of Thought: How Asians and Westerners Think Differently .

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All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth by M. Bergstrom


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