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Billions: Selling to the New Chinese Consumer

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

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies.
Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and 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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Ebook Details
Pages: 240
Size: 4.3 MB
Publisher: Palgrave Macmillan Trade
Date published:   2015
ISBN: 9781466893368 (DRM-EPUB)

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This product is listed in the following categories:

Nonfiction > Business & Economics > Marketing
Nonfiction > Business & Economics > International > Marketing

This author has products in the following categories:

Nonfiction > Business & Economics > Marketing
Nonfiction > Business & Economics > Advertising & Promotion
Nonfiction > Business & Economics > E-Commerce > Internet Marketing
Nonfiction > Business & Economics > International > Marketing

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