Mindmapping China: Language, Discourse and Advertising in China - Softcover

Boden, Jeanne

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9789054876908: Mindmapping China: Language, Discourse and Advertising in China
Softcover
ISBN 10: 9054876905 ISBN 13: 9789054876908
Publisher: ASP Editions, 2010

Synopsis


Providing a concise overview of the structure of the Chinese language, this guide is designed to help western marketers in China with translation problems in advertising campaigns. Showing that language in China is more than simply communication—it also imbeds cultural rules—the discussion points out ways this difference is ignored by outsiders. Written by an expert who bridges the gap between age-old Chinese cultural patterns and today's business practices, this book is an invaluable tool for everyone who does business in China.

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About the Author


Jeanne Boden is a sinologist with 20 years of business experience in China. Currently she lectures at the University of Antwerp Management School and at the Brussels Institute for Contemporary China Studies. She is the author of The Wall Behind China’s Open Door.

"About this title" may belong to another edition of this title.

Publisher
ASP Editions
Publication date
2010
Language
English
ISBN 10 
9054876905
ISBN 13 
9789054876908
Binding
Paperback
Number of pages
228
Rating
  • 3.60 out of 5 stars
    10 ratings by Goodreads