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Billions: Selling to the New Chinese Consumer
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Billions: Selling to the New Chinese Consumer Paperback - 2007

by Tom Doctoroff


From the publisher

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.

Details

  • Title Billions: Selling to the New Chinese Consumer
  • Author Tom Doctoroff
  • Binding Paperback
  • Edition Reprint
  • Pages 240
  • Volumes 1
  • Language ENG
  • Publisher St. Martin's Griffin, New York
  • Date 2007-01-01
  • Illustrated Yes
  • ISBN 9781403976635 / 1403976635
  • Weight 0.7 lbs (0.32 kg)
  • Dimensions 8.9 x 5.9 x 0.7 in (22.61 x 14.99 x 1.78 cm)
  • Themes
    • Cultural Region: Asian - Chinese
  • Dewey Decimal Code 658.834

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.

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Billions : Selling to the New Chinese Consumer
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