What Chinese Want: Culture, Communism, and China's Modern Consumer
| Author | : | |
| Rating | : | 4.58 (747 Votes) |
| Asin | : | 1137278358 |
| Format Type | : | paperback |
| Number of Pages | : | 272 Pages |
| Publish Date | : | 2015-11-01 |
| Language | : | English |
DESCRIPTION:
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. 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.. 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. 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 what makes the Chinese tick
E. Sander said 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 "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 books like Kotler's 'Marketing Management in China', but it proved little more than his regular 'Marketing Management' book with some added Chine. 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 books like Kotler's 'Marketing Management in China', but it proved little more than his regular 'Marketing Management' book with some added Chine. NOT FOR GENERAL READERS 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 (JWT), the author of Billions, and a leading authority on marketing in China and Chinese consumer culture. 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 Journal and The New York Ti
Tom Doctoroff is a triple value interpreter; marketer, historian, and philosopher of all things China.” Charlotte Beers, former Chairman Ogilvy, J. 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. Ramesh Tainwala, President Asia Pacific and Middle East, Samsonite Group“Tom Doctoroff's What Chinese Want succeeds in linking the most dynamic facets of the modern Chinese commercial and consumer landscape with the unique and timeless characteristics of China's people and culture.” John Quelch, Distinguished Professor of International Management, Vice President and Dean, CEIBS (