What Chinese Want: Culture, Communism and the Modern Chinese Consumer
| Author | : | |
| Rating | : | 4.31 (734 Votes) |
| Asin | : | B0080K3DPG |
| Format Type | : | |
| Number of Pages | : | 581 Pages |
| Publish Date | : | 2017-02-20 |
| Language | : | English |
DESCRIPTION:
It will help you quickly learn what was so hard for me to understand during my five years of living in China: China is very different from the West, and Tom Doctoroff will explain what you need to know to succeed there." - Miguel Patricio, President of Anheuser Busch Inbev for Asia Pacific "The scale of potential opportunity in China is staggering. It provides a unique perspective on why the Chinese think the way they do, history's role in China today - and unlocks mysteries one might have not even noticed. Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An
"A must-read for those involved in China, but will take work to get through" according to E. Sander. 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 only to see that the resulting picture still never made complete sense. I expected a lot from. 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 products.. Claudia Sanne said 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 read overall, I recommend it to anybody living in China and dealing with Chinese
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. Today, most Americans take for granted that China will be the next global superpower. 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. 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. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consu