BILLIONS: SELLING TO THE NEW CHINESE CONSUMER
by DOCTOROFF, TOM
List Price: HK$ 175.00
ˇ@ISBN
9781403971692
ˇ@Subject
BUSINESS & FINANCE
ˇ@Publisher
PALGRAVE MACMILLAN
ˇ@Publication
2006
ˇ@Edition
Hardcover
ˇ@Version
Original
ˇ@Description
Over the past eleven years, in top positions at JWT in China, expert Tom Doctoroff has learned that marketers of some of the worldˇ¦s leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. In this much needed book, Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He uncovers the core drivers of behavior and preference in key market segments, provides tools to help readers harness the power of insight into consumersˇ¦ fundamental motivations in the Chinese marketplace, and, lastly, reveals the pitfalls into which many multinational competitors often fall. China is now one of the top investment opportunities in the world and the new place for global businesses to expand. Anyone who plans to do business in China shouldnˇ¦t go without this book.
