Highlights
More informations
Report
unige:5911 
 |
Advertising in China: Trends, Constraints, and Implications for Foreign Firms |
|
| Authors | ||
| Year | 1997 | |
| Collection |
Cahiers de recherche; 1997.22 |
|
| Abstract | This article summarizes research findings published on advertising in China by leading Anglo-Saxon marketing and management journals over the past ten years. Its goal is to highlight the implications of these findings for the marketing personnel of foreign firms wishing to market and advertise their products in China. The following subjects are treated: structure of the communication mix advertising objectives, target audience, choice of an advertising agency, choice of media and conception of the message | |
| Full text |
This document has no fulltext available yet, but you can contact its author by using the form below.
|
|
| Structures | ||
| Citation (ISO format) | CHILLIER, Carine, DENIS, Jean-Emile. Advertising in China: Trends, Constraints, and Implications for Foreign Firms. 1997 https://archive-ouverte.unige.ch/unige:5911 |
268 hits 
0 download 
Contact an author
Update