Binding: Paperback
Description: What Chinese Want provides a sweeping look at contemporary Chinese consumer behavior how its cultural influences separate it from the West and how marketers and businesses can harness the natural strengths of this age - old civilization to succeed there. 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 fascinating people whose lives are becoming ever more entwined with our own.
Title: What Chinese Want Culture Communism And China's Modern Consumer
Author(s): Doctoroff Tom
Publisher: Palgrave Macmillan
Barcode: 9781137278357
Pages: 272 Pages, Illustrations
Publication Date: 9/24/2013
Category: Market Research