Billions: Selling to the New Chinese Consumer
Autor Tom Doctoroffen Limba Engleză Paperback – 31 dec 2006
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Specificații
ISBN-13: 9781403976635
ISBN-10: 1403976635
Pagini: 225
Ilustrații: includes 45 b&w photos
Dimensiuni: 152 x 226 x 15 mm
Greutate: 0.32 kg
Ediția:Reprint
Editura: Palgrave
Locul publicării:Basingstoke, United Kingdom
ISBN-10: 1403976635
Pagini: 225
Ilustrații: includes 45 b&w photos
Dimensiuni: 152 x 226 x 15 mm
Greutate: 0.32 kg
Ediția:Reprint
Editura: Palgrave
Locul publicării:Basingstoke, United Kingdom
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Cuprins
PART 1: CHINESE CULTURE AND BUYING MOTIVATIONS
Big Dreams, Small Potatoes: The Motivations of China's New Middle Class
Dreams and Disasters: China's Mass Market Mindset
Balancing Half the Sky: What Chinese Women Want
The Mind of Chinese Men: The Anxiety of Disorientation
'Conformist Individualism' and Chinese Youth
The 'Chinese-ness' of the Mainland vs. Hong Kong and Taiwan
PART 2: THE FUNDAMENTALS OF RELEVANT CHINESE STRATEGIES
Soft Touch and Hard Cash: The Iron Link between Insight and Profit
The Brand Vision: The Soul of the Machine
Portfolio Management in the PRC: How and When to Extend a Brand
Anticipating the Peculiarities of China's Media Scene
How to Leverage the Glory of 2008
PART 3: ON THE GROUND LESSONS: WINNING AND LOSING IN CHINA
Into the Shallow End: Ten Easy Tips for Good China Ads
Missing the Point: Why Multinationals Fail in China
Culture, Corporate Structure, and the Elusive Power of Local Brands
Chinese Consumers, Chinese Brands and the MNC Learning Curve
Chinese Cultural Relativism and Global Branding
Big Dreams, Small Potatoes: The Motivations of China's New Middle Class
Dreams and Disasters: China's Mass Market Mindset
Balancing Half the Sky: What Chinese Women Want
The Mind of Chinese Men: The Anxiety of Disorientation
'Conformist Individualism' and Chinese Youth
The 'Chinese-ness' of the Mainland vs. Hong Kong and Taiwan
PART 2: THE FUNDAMENTALS OF RELEVANT CHINESE STRATEGIES
Soft Touch and Hard Cash: The Iron Link between Insight and Profit
The Brand Vision: The Soul of the Machine
Portfolio Management in the PRC: How and When to Extend a Brand
Anticipating the Peculiarities of China's Media Scene
How to Leverage the Glory of 2008
PART 3: ON THE GROUND LESSONS: WINNING AND LOSING IN CHINA
Into the Shallow End: Ten Easy Tips for Good China Ads
Missing the Point: Why Multinationals Fail in China
Culture, Corporate Structure, and the Elusive Power of Local Brands
Chinese Consumers, Chinese Brands and the MNC Learning Curve
Chinese Cultural Relativism and Global Branding
Recenzii
'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 answers for everyone else are revealingly described in this book.' - Roger Blackwell, co-author, Brands That Rock and Customers Rule
'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
'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.' - The Wall Street Journal
'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 customers tick.' - Alan Brown, Chairman, Unilever China
'I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting form China, a giant marketing opportunity.' - Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing Nestlé
'The best psycho-analysis of Chinese consumers I have ever read.' - China Economic Review
'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
'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
'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
'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.' - The Wall Street Journal
'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 customers tick.' - Alan Brown, Chairman, Unilever China
'I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting form China, a giant marketing opportunity.' - Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing Nestlé
'The best psycho-analysis of Chinese consumers I have ever read.' - China Economic Review
'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
'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
Notă biografică
TOM DOCTOROFF is Greater China CEO for J. Walter Thompson, one of the region's largest advertising agencies. In the last eleven years, he has partnered with over fifty PRC clients, both multinational and domestic (e.g. Unilever, Ford, Kraft, Shell, HSBC and China Mobile). He is Asia Pacific's leading speaker on Chinese marketing, advertising and corporate culture. He maintains a very active lecture schedule, addressing an audience of 10,000-15,000 people every year.
Caracteristici
1 Author - Doctoroff is a leading marketing expert in China. He is uniquely qualified to explain what motivates the Chinese consumer and what works to reach them
2 Growing subject - China has risen to the top as the investment opportunity and new place to expand. As new companies look to open branches in China, they will need guidance on how to do it, and this book will give it to them
3 Strong visual element - the book features sample adverts and promotions that are used to illustrate many of the points being made
4 Full marketing support of JWT ensuring worldwide publicity - they have 544 offices worldwide
2 Growing subject - China has risen to the top as the investment opportunity and new place to expand. As new companies look to open branches in China, they will need guidance on how to do it, and this book will give it to them
3 Strong visual element - the book features sample adverts and promotions that are used to illustrate many of the points being made
4 Full marketing support of JWT ensuring worldwide publicity - they have 544 offices worldwide
Descriere
Anyone who plans to do business in China shouldn't get on the plane without this book. It cracks the code of marketing to the new Chinese consumer by uncovering core drivers of behaviour and preference in key market segments. It includes indispensable practical advice and common pitfalls.