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Billions: Selling to the New Chinese Consumer Hardcover – 11 Jan 2006

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Product details

  • Hardcover: 240 pages
  • Publisher: St Martin's Press (11 Jan. 2006)
  • Language: English
  • ISBN-10: 1403971692
  • ISBN-13: 978-1403971692
  • Product Dimensions: 24.2 x 16.3 x 2.2 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 1,894,293 in Books (See Top 100 in Books)
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Review

'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

--This text refers to an out of print or unavailable edition of this title.

About the Author

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. --This text refers to an out of print or unavailable edition of this title.


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