Understanding China's Digital Generation: A marketer's guide to understanding young Chinese consumers (Paperback) (ISBN-13: 9780984875610)

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.

Author: Martin P. Block Ph. D.,Don E. Schultz Ph. D.,Heidi Schultz
ISBN-10: 0984875611
ISBN-13: 9780984875610
Publisher: Prosper Business Development Corporation
Language: English
Published: 01/25/2013
Pages: 324
Format: Paperback
Weight: 0.96lbs
Size: 9.02h x 5.98w x 0.68d