Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
What Chinese Want

What Chinese Want

Doctoroff, Tom

Paperback

EconomicsInvesting & FinanceMarketing

Publisher Price: $20.00

ISBN10: 1137278358
ISBN13: 9781137278357
Publisher: St. Martin's Griffin
Published: Sep 24 2013
Pages: 272
Weight: 1.05
Height: 0.70 Width: 6.90 Depth: 9.90
Language: English

What Chinese Want provides a sweeping look at contemporary Chinese consumer behavior, how its cultural influences separate it from the West, and how marketers and businesses can harness the natural strengths of this age-old civilization to succeed there.

Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, 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 - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including:

- Why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth;

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