Billions

Selling to the New Chinese Consumer

Business & Finance, Marketing & Sales, International
Cover of the book Billions by Tom Doctoroff, St. Martin's Press
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Author: Tom Doctoroff ISBN: 9781466893368
Publisher: St. Martin's Press Publication: April 7, 2015
Imprint: St. Martin's Press Language: English
Author: Tom Doctoroff
ISBN: 9781466893368
Publisher: St. Martin's Press
Publication: April 7, 2015
Imprint: St. Martin's Press
Language: English

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies.
Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies.
Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

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