عنوان

Billions :

1403971692

1403976635

9781403971692

9781403976635

b757945

Billions :

[Book]

selling to the new Chinese consumer /

Tom Doctoroff.

1st ed.

New York :

Palgrave Macmillan,

2005.

xiii, 225 pages :

illustrations ;

25 cm

Includes bibliographical references and index.

Introduction: the extraordinary Chinese -- Part I. Chinese culture and buyer 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 "Chineseness" of the mainland versus Hong Kong and Taiwan. -- Part II. 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 Beijing 2008 -- Part III. On the ground lessons: winning and losing in China: Into the shallow end: ten easy tips for good China ads -- Missing the point: why mulitnational corporations fail in China -- Culture, corporate structure, and the elusive power of local brands -- Chinese consumers, Chinese brands and the MNG learning curve -- Chinese cultural relativism and global branding.

0

This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer. Uncovers the core drivers of behaviour and preference in key market segments, provides tools to help harness the power of insight into consumers' motivations in the Chinese market, and reveals the pitfalls into which multinationals often fall.

Communication and culture-- China.

Consumers-- China-- Attitudes.

Consumers' preferences-- China.

Intercultural communication-- China.

Marketing-- China.

Comunicación intercultural-- China.

Comunicación y cultura-- China.

Consumidores-- China-- Actitudes.

Mercadotecnia-- China.

Preferencias de los consumidores-- China.

Communication et culture-- Chine.

Communication interculturelle-- Chine.

Consommateurs-- Chine-- Attitudes.

Consommateurs-- Préférences-- Chine.

Marketing-- Chine.

Communication and culture-- China.

Communication and culture-- China.

Communication and culture.

Consommateurs-- Préférences-- Chine.

Consumers-- Attitudes.

Consumers-- Attitudes.-- China.

Consumers-- China-- Attitudes.

Consumers' preferences-- China.

Consumers' preferences-- China.

Consumers' preferences.

Études transculturelles-- Chine.

Intercultural communication-- China.

Intercultural communication-- China.

Intercultural communication.

Konsumenter-- attityder-- Kina.

Konsumtion-- värderingar-- Kina.

Marketing-- China.

Marketing-- China.

Marketing-- Chine.

Marketing.

Marknadsföring-- Kina.

China.

7

Doctoroff, Tom.

20201204180313.0

[Book]

Y