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Diane Publishing Books
Billions: Selling to the New Chinese Consumer
Tom Doctoroff (au)
Cracks the code of marketing to the 1.3 billion New Chinese Consumers. 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. Here, Doctoroff delves into the psyches of contemporary 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 you harness the power of insight into consumers’ fundamental motivations in the Chinese marketplace, and reveals the pitfalls into which many multinational competitors often fall. “Anyone who plans to do business in China shouldn’t go without this book.” Ill.
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