Abstract
Being an emerging economic power in the world, China is attracting more and more attention from companies wishing to conquer the market and achieve success there. One of the key success factors is to have a deep understanding of local customers in terms of their attitudes, values, perceptions and consumption patterns.
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© 2012 Ling Fang Fayol-Song
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Fayol-Song, L.F. (2012). Is advertising targeting vulnerable consumers in China?. In: McKinley, M.M. (eds) Ethics in Marketing and Communications. Palgrave Macmillan, London. https://doi.org/10.1057/9780230367142_6
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DOI: https://doi.org/10.1057/9780230367142_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-34751-3
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