![]() Insofar as it is possible to sum the sentiment and unique cultural underpinnings of this mammoth country, Tom has done it.” -Kathleen Hall, Windows Global Campaigns and Product Marketing General Manager, Microsoft “In explaining what Chinese consumers want, Doctoroff vividly shows us where China is headed as a society and a world power.” -Garrick Utley, Senior Fellow at SUNY Levin Institute “What Chinese Want is required reading for any business person that deals with Chinese nationals or companies. Morgan “Tom’s unique experience and perspective is a boon to anyone who plans to address the Chinese consumer. He catches what numbers don’t capture: the heart of a people and how it affects who succeeds and who fails on the mainland.” -Jing Ulrich, Managing Director and Chairman of Global Markets, China, J.P. ![]() He approaches rough business challenges not only strategically but also psychologically. But marketing guru Tom Doctoroff can handle it. 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 ownĪDDITIONAL PRAISE FOR WHAT CHINESE WANT “What do Chinese want? It’s a big question. 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. 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. 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. ![]() Here, Tom Doctoroff, the guiding force of advertising giant J. 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. ![]() Today, most Americans take for granted that China will be the next global superpower. ![]()
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