This book cracks the supposedly indecipherable code of marketing to
the new Chinese consumer - all 1.3 billion of them. It distils what
Tom Doctoroff has learned over the past eleven years in Greater
China with J. Walter Thompson, one of the region's largest
advertising agencies. Marketers of some of the world's leading
brands tend to come to China with mistaken ideas of how to apply
Western thinking to the marketplace. But the Chinese are different.
The same rules do not apply. As a result, Doctoroff will delve into
the psyches of contemporary Chinese consumers for the reader to
explain the importance of culture in shaping buying decisions. He
uncovers the core drivers of behaviour and preference in key market
segments, provides tools to help readers harness the power of
insight into consumers' fundamental motivations in the Chinese
marketplace, and, lastly, reveals the pitfalls into which many
multinational competitors often fall. Anyone who plans to do
business in China shouldn't get on the plane without this book.
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