Marketing the Chinese Dream Home: Gated Communities and Representations of the Good Life in (Post-)Socialist Shanghai

Marketing the Chinese Dream Home: Gated Communities and Representations of the Good Life in (Post-)Socialist Shanghai

This paper examines the advertising themes and rhetoric that have been assembled in the place-marketing of Shanghai's newly built gated communities. We demonstrate how place-marketing strategies, in this case selling the Chinese dream home, draws upon specific landscape meanings and values that...

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Bibliographic Details
Main Authors: Pow, Choon-Piew, Kong, Lily
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2007
Subjects:
Chinese middle class
Gated communities
Place-marketing
Shanghai
The good life
Cultural landscape
Marketing
Strategic approach
Tourism market
Tourist destination
Urban development
Urban housing
Asian Studies
Human Geography
Urban Studies
Online Access:https://ink.library.smu.edu.sg/soss_research/1790
https://ink.library.smu.edu.sg/context/soss_research/article/3047/viewcontent/Marketing_Chinese_Dream_Home_Gated_Communities_Shanghai_2007.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/soss_research/1790
https://ink.library.smu.edu.sg/context/soss_research/article/3047/viewcontent/Marketing_Chinese_Dream_Home_Gated_Communities_Shanghai_2007.pdf

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