A look at contemporary Chinese consumer behaviour, how its cultural influences separate it from the West and how marketers and businesses can harness the natural strengths to succeed there
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'…brilliantly written, colourful, witty and well signposted, so that readers know the lessons they are meant to draw from each chapter before moving on to the next one.' - Financial Times (selected as one of the best 'Business and Economics' books of the year so far)
'...a fascinating account of the new Chinese consumerism, written with great verve and sparkling with real gems of insight. Bookstore shelves currently groan under the weight of books aimed at those hoping to crack this huge and growing market, but Doctoroff's really stands out.' - British Airways Business:Life
Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. 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. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including:
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Descripción St. Martin's Press, 2012. Hardcover. Estado de conservación: New. Nº de ref. de la librería INGM9780230340305
Descripción Palgrave Macmillan Trade, 2012. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 023034030X
Descripción St. Martin's Press, 2012. Hardcover. Estado de conservación: New. Nº de ref. de la librería P11023034030X
Descripción St. Martin's Press. Hardcover. Estado de conservación: New. 023034030X Special order direct from the distributor. Nº de ref. de la librería R9780230340305
Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97802303403051.0
Descripción Palgrave Macmillan, 2012. Hardcover. Estado de conservación: Brand New. first edition edition. 272 pages. 9.75x6.50x1.00 inches. In Stock. Nº de ref. de la librería zk023034030X