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All Eyes East: Lessons from the Front Lines of Marketing to China's Youth by Mary Bergstrom at Abbey's Bookshop,

All Eyes East: Lessons from the Front Lines of Marketing to China's Youth

Mary Bergstrom


9780230120624

Palgrave Macmillan


Business & Economics;
Sales & marketing


Hardback

252 pages

$44.95  $12.00
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All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth, revealing what makes them unique from their counterparts around the world.

By:   Mary Bergstrom
Imprint:   Palgrave Macmillan
Country of Publication:   United Kingdom
Dimensions:   Height: 235mm,  Width: 155mm,  Spine: 23mm
Weight:   541g
ISBN:   9780230120624
ISBN 10:   0230120628
Pages:   252
Publication Date:   April 2012
Audience:   Professional and scholarly ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active

Acknowledgements Introduction 1. The New (R)evolutionaries: 70s, 80s, and 90s Generations 2. Progress: Mapping New Roads to Success 3. Tipping Gender: From Boys Rule to Girl Power 4. About Face: Seeing New Beauty Codes 5. Speaking Up: The Seeds of Activism 6. Creative Sub-cultures: Building Outside The Mainstream 7. Re-branding Chineseness: New China, New Identity

MARY BERGSTROM Founder of Bergstrom Trends, an insights and trends consultancy helping marketers understand and connect with Chinese consumers. She has been featured on NPR's Marketplace; ABC News; The Wall Street Journal and Women's Wear Daily.


All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, Omnicom Media Group China Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a solid and distinctive insight for any serious scholar of integrative marketing. - Dr. Anbin Shi, Professor and Associate Dean, School of Journalism and Communication, Tsinghua University, Beijing

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