Billions: Selling To The New Chinese Consumer

by Tom Doctoroff (JWT Shanghai)

Publisher: Palgrave MacMillan, 2005

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This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer — all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past 11 years in Greater China with JWT, one of the region's largest advertising agencies.

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 same rules do not apply in China.

Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't step on the plane without this book.

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About the Author

Tom Doctoroff is CEO of JWT Greater China.

One of Asia's most respected advertising minds, Doctoroff's unique combination of pan-Asian work, plus seven years working in China, makes him a leading expert in the cross-border management of brand building and architecture.