|
|
(Larger Image)
|
Billions: Selling to the New Chinese Consumer
by Tom Doctoroff
Product Group: Book
Publisher: Palgrave Macmillan (2006-01-27)
ISBN: 1403971692
EAN: 9781403971692
Dewy Decimal #: 658.83430951
Hardcover: 240 pages
SKU: B530-1009
Condition: New
Comments: New & Shrinkwrapped. In stock - Immediate despatch from an efficient and professional leading British bookselling firm.
|
Customer Reviews
|
Useful advertising guide to reaching China's consumers
Rating  (5)
Date: 2007-06-14
You can find an abundance of books about doing business in China. This one, however, takes a rare approach. Ad expert Tom Doctoroff confines his commentary (for the most part) to a subject he has the expertise to address - advertising - although he tends to generalize a bit about Chinese history and philosophy. He offers evidence and examples from both successful and unsuccessful ad campaigns to support his assertions about what will work if you want to build your brand in China. We find that this short book offers interesting perspectives on the Chinese consumer market, while it also provides a refresher course on the main principles of advertising and brand building in any market, whether it be East or West.
|
|
Ways to Profit from the Seeming Contradictions in Chinese Society
Rating (5)
Date: 2006-09-12
Confucius, Daoism, Communism, Industrialization, Urbanization, One-Child Families, Great Leap Forward, Education and Profit Is Good: What do these themes mean for those who wish to sell in China? They are all important influences which you need to understand. Each Chinese consumer is uniquely influenced by the combination. The result includes some pretty interesting apparent contradictions such as prudishness about sex in advertising in a country where sexual trade is wide open at the street level.
In this insightful book, JWT Greater China CEO, Tom Doctoroff explains those influences and how they operate today. That's just the beginning.
From there, he shows you case history after case history of how global and Chinese companies have done well and poorly in acknowledging those influences. I found seeing the actual advertisements to be extremely helpful in understanding the book's points.
If that weren't enough, Mr. Doctoroff goes on to provide excellent perspectives into management challenges of properly serving 1.3 billion consumers in China.
Most books about China are filled with glittering generalities that leave you just as uninformed as you were when you started. Through careful description, segmentation and exposition of specific marketing challenges, Billions makes you feel as at home in China as you would feel in marketing a new video game to American teens.
As an example of how focused the book is, Billions provides:
-- Ten basic tips for effective Chinese advertising
-- Five mistakes most often made by multinational companies in China
-- Five structural barriers within Chinese corporations that harm the development of strong local brands
-- Three areas of Chinese domestic brand stagnation
-- Three areas of Chinese domestic brand progress
-- Six effective MNC-counterattack strategies to offset the domestic Chinese brands
-- Ten ways to shape international brands into global icons with Chinese characteristics to serve the Chinese community world-wide.
I thought that the description of how the Beijing Olympics should be pursued as a branding opportunity was worth the price of the book alone.
Usually, companies send second-raters to markets like China. JWT obviously sent its best when Mr. Doctoroff took over. Read and learn to profit!
|
|
|
|
|