What Chinese Want

Culture, Communism, and China's Modern Consumer

A look at contemporary Chinese consumer behaviour, how its cultural influences separate it from the West and how marketers and businesses can harness the natural strengths to succeed there
Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs.
"An invaluable primer on the culture and buying patterns of the Chinese." - Fortune
Tom Doctoroff
"Brilliantly written, colourful, witty and well signposted, so that readers know the lessons they are meant to draw from each chapter before moving on to the next one." - Financial Times (selected as one of the best 'Business and Economics' books of the year so far)
"A fascinating account of the new Chinese consumerism, written with great verve and sparkling with real gems of insight. Bookstore shelves currently groan under the weight of books aimed at those hoping to crack this huge and growing market, but Doctoroff's really stands out." - British Airways Business:Life
"An invaluable primer on the culture and buying patterns of the Chinese." - Fortune
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Einband Taschenbuch
Seitenzahl 272
Erscheinungsdatum 24.09.2013
Sprache Englisch
ISBN 978-1-137-27835-7
Verlag Macmillan Education Elt
Maße (L/B/H) 23,2/15,6/1,8 cm
Gewicht 308 g
Abbildungen mit Illustrationen
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