Book details

Billions

Selling to the New Chinese Consumer

Author: Tom Doctoroff

Billions

Billions

$11.99

About This Book

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...

Page Count
240
Genre
On Sale
04/07/2015

Book Details

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.

Imprint Publisher

St. Martin's Press

ISBN

9781466893368

In The News

“Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers.” —Wall Street Journal

“Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past? The Rolling Stones did it on their Forty Licks Tour and the answers for everyone else are revealingly described in this book.” —Roger Blackwell, Professor of Marketing, Fisher College of Business and Co-author, Brands That Rock

Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible.” —Robyn Meredith, Senior Editor, Asia, Forbes Magazine, Hong Kong

“Vintage Tom. A high energy New Yorker in Shanghai with a crescendo of opinions, observations, insights and assertions. Vintage China, too. A mass of contradictions and surprises. But to the open-minded, one of life's great experiences is living in Shanghai in this glorious period. This book brings out the vividness of the moment with astute observations for the future, developed through Tom's unique perspective on what makes Chinese consumers tick.” —Alan Brown, Chairman, Unilever China

Billions provides a fascinating insight into the fast changing business and social environments in today's China. If you are operating in the Chinese market or wish to join the 'gold rush' this book is a must-read. Doctoroff has managed to capture underlying trends and influences, which means that, unlike standard business guides on China, this book will not be out of date in 6 months. This contribution to the understanding of the Chinese population will add real value to marketers and advertisers everywhere.” —Alan Main, Vice President & Region Head - Asia Pacific, Bayer Consumer Care Division

“I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity.” —Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle

“The best psycho-analysis of Chinese consumers I have ever read.” —China Economic Review

About the Creators

Billions

Billions

$11.99