Billions: Selling to the New Chinese Consumer

Description

WITH A POPULATION OF MORE THAN ONE BILLION PEOPLE, China has long been a Holy Grail in the minds of American and European business people, a vast sea of consumers ready to snap up their products. However, only in the last few years has the Chinese market started to pay off for Western companies, and Billions is the guide needed to make the most of their attempts to tap it. Tom Doctoroff cracks the code of marketing to the New Chinese Consumer all 1.3 billion of them. Over the past eleven years, in top positions at JWT in China, expert Tom Doctoroff has learned that 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 Chinese are different. In this much needed book, Doctoroff delves into the psyches of contem porary Chinese consumers to explain the importance of culture in shaping buying decisions. He uncovers the core drivers of behavior 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. China is now one of the top investment opportunities in the world and the new place for global businesses to expand Anyone who plans to do business in China shouldn't go without this book. ISBN:9781403971692