Tom Doctoroff

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Selling to the New Chinese Consumer

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: St. Martin's Press
• Seitenzahl: 241
• Erscheinungstermin: 23. September 2025
• Englisch
• ISBN-13: 9781466893368
• Artikelnr.: 42531295

Autorenporträt

Tom Doctoroff is Greater China CEO for J. Walter Thompson and Asia Pacific's leading speaker on Chinese marketing, advertising, and corporate culture. He lives in Shanghai, China.

Inhaltsangabe

PART 1: CHINESE CULTURE AND BUYING MOTIVATIONSBig Dreams, Small Potatoes: The Motivations of China's New Middle ClassDreams and Disasters: China's Mass Market MindsetBalancing Half the Sky: What Chinese Women WantThe Mind of Chinese Men: The Anxiety of Disorientation'Conformist Individualism'and Chinese YouthThe'Chinese-ness'of the Mainland vs. Hong Kong and TaiwanPART 2: THE FUNDAMENTALS OF RELEVANT CHINESE STRATEGIESSoft Touch and Hard Cash: The Iron Link between Insight and ProfitThe Brand Vision: The Soul of the MachinePortfolio Management in the PRC: How and When to Extend a BrandAnticipating the Peculiarities of China's Media SceneHow to Leverage the Glory of 2008PART 3: ON THE GROUND LESSONS: WINNING AND LOSING IN CHINAInto the Shallow End: Ten Easy Tips for Good China AdsMissing the Point: Why Multinationals Fail in ChinaCulture, Corporate Structure, and the Elusive Power of Local BrandsChinese Consumers, Chinese Brands and the MNC Learning CurveChinese Cultural Relativism and Global Branding