Billions: Selling to the New Chinese Consumer

This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China--especially those preparing for the 2008 Olympics in Beijing--shouldn't be without this book.

Author: Tom Doctoroff
Publisher: St. Martin's Griffin
Published: 01/01/2007
Pages: 240
Binding Type: Paperback
Weight: 0.70lbs
Size: 8.90h x 5.90w x 0.70d
ISBN: 9781403976635

About the Author

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.