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Billions (Selling to the New Chinese Consumer)
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$20.99
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Product Details
Author:
Tom Doctoroff, Martin Sorrell
Format:
Paperback
Pages:
240
Publisher:
St. Martin's Publishing Group (January 23, 2007)
Language:
English
ISBN-13:
9781403976635
ISBN-10:
1403976635
Weight:
12.64oz
Case Pack:
34
File:
Macmillan Trade-Macmillan_Print_US_Trade_20260515220711-20260516.xml
Folder:
Macmillan Trade
List Price:
$20.99
As low as:
$16.16
Publisher Identifier:
P-STM
Discount Code:
A
Audience:
General/trade
Dimensions:
6" x 9" x 0.54"
QuickShip:
Yes
Pub Discount:
65
Imprint:
St. Martin's Griffin
Overview
This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China--especially those preparing for the 2008 Olympics in Beijing--shouldn't be without this book.
