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: - why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth; - their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and -the long and storied past that still drives decision making at corporate, local, and national levels.
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.

What Chinese Want: Culture, Communism and the Modern Chinese Consumer

Business & Money

Doctoroff, Tom

International

St.Martin's Press

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 to most of us―or, at best, a baffling set of seeming contradictions. 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. 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.

What Chinese Want: Culture, Communism, and China's Modern Consumer

Economics

St. Martin's: Griffin

In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.

Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing

Marketing & Sales

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.

Billions: Selling to the New Chinese Consumer

The China Speakers Bureau represents over 300 China experts. Seventeen of the most prominent have contributed essays for this book, writing about how they have seen China change during the years they have been working there. These authors represent a wide variety of backgrounds, nationalities, industries, and experience. Tom Doctoroff, CEO of J. Walter Thompson for Greater China, is the leading authority on marketing in China. His successful book Billions: Selling to the New Chinese Consumer has found its way onto the shelves of nearly every business in China. Doctoroff understands China's emerging consumer middle class as well as the marketing scene in China. Zhang Lijia is a writer, journalist, social commentator and prolific speaker. As a UK-educated Chinese woman, she knows how to bridge differences between cultures better than those who have remained on one side of the East-West divide. She is now an international journalist and author of "Socialism is Great!", a memoir of her experience during the Cultural Revolution. Kaiser Kuo is an observer of the Chinese Internet scene, a cultural commentator, and a well-known rock musician. Kuo is an independent thinker whose musical projects and writings on Chinese society are rarely in line with popular trends. His experiences in the Chinese rock scene reflect the difficulties that something as mainstream in the West as rock music can encounter when finding a market in China. Shaun Rein is a leading opinion leader on Chinese consumer market research. He is the founder and managing director of the China Market Research Group. Having spent over a decade in Asia, Rein has assisted hundreds of Fortune 500 Companies, SMEs, private equity firms and hedge funds to determine how best to take advantage of the growing opportunities in China.

A Changing China

Rein, Shaun

Trombly, Maria

Lijia, Zhang

Kuo, Kaiser

Carmosky, Jane

Schaub, Mark

Korolov, Maria

Van der Steenhoven, Ari

BookSurge Publishing

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