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What Chinese Want : Culture, Communism and the Modern Chinese Consumer
by Tom Doctoroff


Overview -

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.  Read more...


 

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Language: English

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More About What Chinese Want by Tom Doctoroff
 
 
 
Overview

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:

Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.


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Details
  • ISBN: 9781137000545
  • Publisher: St. Martin's Press
  • Imprint: Palgrave Macmillan Trade
  • Date: May 2012
  • Seller Statement: Sold by Macmillan Publishers
 
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