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Milliarden: Verkauf an den neuen chinesischen Verbraucher von Tom Doctoroff: Neu-
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Standort: Rye Beach, New Hampshire, USA
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eBay-Artikelnr.:204440886793
Artikelmerkmale
- Artikelzustand
- Publication Date
- 2006-01-11
- Pages
- 225
- ISBN
- 9781403971692
Über dieses Produkt
Product Identifiers
Publisher
Palgrave Macmillan
ISBN-10
1403971692
ISBN-13
9781403971692
eBay Product ID (ePID)
46874776
Product Key Features
Book Title
Billions : Selling to the New Chinese Consumer
Number of Pages
240 Pages
Language
English
Topic
Marketing / General, Communication Studies, Consumer Behavior, Finance / General, General
Publication Year
2005
Illustrator
Yes
Genre
Language Arts & Disciplines, Business & Economics
Format
Hardcover
Dimensions
Item Height
1 in
Item Weight
16 Oz
Item Length
9.5 in
Item Width
6.5 in
Additional Product Features
Intended Audience
Trade
LCCN
2005-049303
Reviews
"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."--Wall Street Journal "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 "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 consumers tick" --Alan Brown, Chairman, Unilever China "Billionsprovides 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 "I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity." --Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle "The best psycho-analysis of Chinese consumers I have ever read." --China Economic Review, "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."--Wall Street Journal "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 "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 consumers tick" --Alan Brown, Chairman, Unilever China ""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 "I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity." --Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle "The best psycho-analysis of Chinese consumers I have ever read."--China Economic Review
Dewey Edition
22
Dewey Decimal
658.8/343/0951
Table Of Content
Part 1: Chinese Culture and Buying Motivations *Big Dreams, Small Potatoes: The Motivations of China's New Middle Class * Dreams and Disasters: China's Mass Market Mindset * Balancing Half the Sky: What Chinese Women Want * The Mind of Chinese Men: the Anxiety of Disorientation * "Conformist Individualism" and Chinese Youth * The "Chinese-ness" of the Mainland vs. Hong Kong and Taiwan *Part 2: The Fundamentals of Relevant China Strategies* Soft Touch and Hard Cash: The Iron Link between Insight and Profit * The Brand Vision: The Soul of the Machine * Portfolio Management in the PRC: How and When to Extend a Brand * Anticipating the Peculiarities of China's Media Scene * How to Leverage the Glory of 2008 *Part 3: On the Ground Lessons: Winning and Losing in China *Into the Shallow End: Ten Easy Tips for Good China Ads * Missing the Point: Why Multinationals Fail in China * Culture, Corporate Structure, and the Elusive Power of Local Brands * Chinese Consumers, Chinese Brands and the MNC Learning Curve * Chinese Cultural Relativism and Global Branding Part 1: Chinese Culture and Buying Motivations *Big Dreams, Small Potatoes: The Motivations of China's New Middle Class * Dreams and Disasters: China's Mass Market Mindset * Balancing Half the Sky: What Chinese Women Want * The Mind of Chinese Men: the Anxiety of Disorientation * "Conformist Individualism" and Chinese Youth * The "Chinese-ness" of the Mainland vs. Hong Kong and Taiwan *Part 2: The Fundamentals of Relevant China Strategies* Soft Touch and Hard Cash: The Iron Link between Insight and Profit * The Brand Vision: The Soul of the Machine * Portfolio Management in the PRC: How and When to Extend a Brand * Anticipating the Peculiarities of China's Media Scene * How to Leverage the Glory of 2008 *Part 3: On the Ground Lessons: Winning and Losing in China *Into the Shallow End: Ten Easy Tips for Good China Ads * Missing the Point: Why Multinationals Fail in China * Culture, Corporate Structure, and the Elusive Power of Local Brands * Chinese Consumers, Chinese Brands and the MNC Learning Curve * Chinese Cultural Relativism and Global Branding
Synopsis
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 eleven 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 get on the plane without this book., 'Billions' cracks the supposedly indecipherable code of marketing to the new Chinese consumer. The author explains the importance of culture in shaping buying decisions and describes the core drivers of behaviour and preference in key market segments.
LC Classification Number
HF5415.33.C6D63 2006
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99,4% positive Bewertungen•21.803 Artikel verkauft
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99,4% positive Bewertungen•21.803 Artikel verkauft
Angemeldet als privater VerkäuferDaher finden verbraucherschützende Vorschriften, die sich aus dem EU-Verbraucherrecht ergeben, keine Anwendung. Der eBay-Käuferschutz gilt dennoch für die meisten Käufe. Mehr erfahrenMehr erfahren
Verkäuferbewertungen (12.505)
- n***k (572)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufExcellent seller. Items were as described and packed with care. Quick shipping and great communication and customer service. Highly recommend! A+Casino Chips Lot 20 $1,.50, $5, $100, Mirage, Barbary Coast, CBS, Sands, Empress (Nr. 196844327630)
- o***p (345)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufCame in perfect condition and very well packed! 10/10 seller thanks!
- k***r (954)- Bewertung vom Käufer.Letztes JahrBestätigter KaufAs Described ⭐️ Great Item - Quality & value ⭐️ It arrived quickly and was wrapped securely. ⭐️ A+ ⭐️⭐️⭐️⭐️⭐️Tiffany & Co. Paloma Picasso Sterling Silver Zig Zag Bangle 8" (Nr. 205185540747)