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OverviewA 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. Full Product DetailsAuthor: Martin P Block Ph D , Don E Schultz Ph D , Heidi SchultzPublisher: Prosper Business Development Corporation Imprint: Prosper Business Development Corporation Dimensions: Width: 15.20cm , Height: 1.70cm , Length: 22.90cm Weight: 0.435kg ISBN: 9780984875610ISBN 10: 0984875611 Pages: 324 Publication Date: 25 January 2013 Audience: General/trade , General Format: Paperback Publisher's Status: Active Availability: In stock  We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |
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