عنوان

Billions :

(Number (ISBN

1403971692

(Number (ISBN

1403976635

(Number (ISBN

9781403971692

(Number (ISBN

9781403976635

Number

b757945

Title Proper

Billions :

General Material Designation

[Book]

Other Title Information

selling to the new Chinese consumer /

First Statement of Responsibility

Tom Doctoroff.

Edition Statement

1st ed.

Place of Publication, Distribution, etc.

New York :

Name of Publisher, Distributor, etc.

Palgrave Macmillan,

Date of Publication, Distribution, etc.

2005.

Specific Material Designation and Extent of Item

xiii, 225 pages :

Other Physical Details

illustrations ;

Dimensions

25 cm

Text of Note

Includes bibliographical references and index.

Text of Note

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

Text of Note

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

Number

Edition

Class number

Book number

Class number

System Code

Doctoroff, Tom.

Date of Transaction

20201204180313.0

Electronic name

[Book]

Y