What Chinese Want: Culture, Communism, and China's Modern Consumer
| Author | : | |
| Rating | : | 4.97 (942 Votes) |
| Asin | : | 1137278358 |
| Format Type | : | paperback |
| Number of Pages | : | 272 Pages |
| Publish Date | : | 2016-11-14 |
| Language | : | English |
DESCRIPTION:
Morgan“Tom's unique experience and perspective is a boon to anyone who plans to address the Chinese consumer. Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.” Library Journal“Do not go to Chinawith your product, your ideas, or yourselfwithout reading this book. Walter Thompson, and author of I'd Rather Be in Ch“It takes decades for outsiders to begin to understand how China really works. He approaches rough business challenges not only strategically but also psychologically. A must-read for those traveling to Chinafrom the casual visitor to the corporate executive wrestling with the mechanics of Chinese society.” Stefan Halper, author of America Alone and The Beijing Consensus“'What do Chinese Want?' It's a big question. Rooted in a long and suc
. Doctoroff is the recipient of the Magnolia Government Award, the highest honor given by the Shanghai municipal government to expatriates, and was selected to be an official torchbearer for the Beijing 2008 Olympics. Tom Doctoroff is the North Asia Area Director and Greater China CEO for J. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio and has been featured in the Financial Times, Business Week, The Wall Street
A must-read for those involved in China, but will take work to get through I have been working in China for 1,5 year now and was immediately fascinated by the title and context of this book. In the past 2 years I have been extensively reading about China, its culture and the psyche of its people in an attempt to understand them. Bit by bit I have been putting the complex puzzle of China and the Chinese together . NOT FOR GENERAL READERS Arnold M. Schaffer Although the second half of the book is better than the first, I wonder how many readers will make it through what is just a glorified Power Point presentation. The book contains too many generalizations about Chinese culture and is mainly applicable to those individuals most interested in developing a marketing campaign for various produ. Good insight knowledge Very interesting, actual book about present China written by somebody who has lived here a number of years and is big in marketing in China- he has to know his clients to be successful!Some lengthy parts and too much marketing detail in the second third of the book and sometimes unnecessary complicated, longwinding sentences, but a great
But despite the nation's growing influence, the average Chinese person is still a mystery to most of usor, at best, a baffling set of seeming contradictions. Today, most Americans take for granted that China will be the next global superpower. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneursor anyone else who wants to know