Understanding China's Digital Generation: A marketer's guide to understanding young Chinese consumers

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.

Professor and Director of Management and Corporate Communication at the Kenan-Flager Business School, University of North Carolina at Chapel Hill. She teaches oral and written business communication at the undergraduate, MBA, executive MBA, and Executive Education levels. Her research emphasize electronic communications issues as well as the presentations styles of successful business professional. She is the author of the book The Elements of Electronic Communication.