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Billions: Selling to the New Chinese Consumer - Tom Doctoroff
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Tom Doctoroff:

Billions: Selling to the New Chinese Consumer - new book

ISBN: 9781403976635

ID: de4be2f60360e16e69cfcacda52dd66c

Marketers of some of the world's leading brands tend to visit China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. This book delves into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. 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. Bücher / Fremdsprachige Bücher / Englische Bücher 978-1-4039-7663-5, Palgrave Macmillan

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Billions: Selling to the New Chinese Consumer - Tom Doctoroff
book is out-of-stock
(*)

Tom Doctoroff:

Billions: Selling to the New Chinese Consumer - new book

ISBN: 9781403976635

ID: 182079908

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. Marketers of some of the world´s leading brands tend to visit China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. This book delves into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. Buch (fremdspr.) Bücher>Fremdsprachige Bücher>Englische Bücher, Palgrave Macmillan

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Billions: Selling to the New Chinese Consumer - Tom Doctoroff
book is out-of-stock
(*)
Tom Doctoroff:
Billions: Selling to the New Chinese Consumer - new book

ISBN: 9781403976635

ID: 30089339

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. Marketers of some of the world´s leading brands tend to visit China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. This book delves into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. Buch (fremdspr.) Bücher>Fremdsprachige Bücher>Englische Bücher, Palgrave

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No. 14121983 Shipping costs:, Versandfertig in 1 - 2 Wochen, DE (EUR 0.00)
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Billions - Tom Doctoroff
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Tom Doctoroff:
Billions - Paperback

ISBN: 9781403976635

Paperback, [PU: Palgrave USA], Sales & Marketing

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Billions - Tom Doctoroff
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Tom Doctoroff:
Billions - Paperback

2007, ISBN: 9781403976635

ID: 7629711

Softcover, Buch, [PU: Palgrave Macmillan]

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Details of the book
Billions: Selling to the New Chinese Consumer
Author:

Doctoroff, Tom

Title:

Billions: Selling to the New Chinese Consumer

ISBN:

9781403976635

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 of the book - Billions: Selling to the New Chinese Consumer


EAN (ISBN-13): 9781403976635
ISBN (ISBN-10): 1403976635
Paperback
Publishing year: 2007
Publisher: Palgrave
225 Pages
Weight: 0,308 kg
Language: eng/Englisch

Book in our database since 22.10.2007 19:31:41
Book found last time on 24.11.2016 03:45:06
ISBN/EAN: 9781403976635

ISBN - alternate spelling:
1-4039-7663-5, 978-1-4039-7663-5

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