Read What Chinese Want: Culture, Communism and the Modern Chinese Consumer by Tom Doctoroff Free Online
Book Title: What Chinese Want: Culture, Communism and the Modern Chinese Consumer|
The author of the book: Tom Doctoroff
Edition: St. Martin's Press
The size of the: 684 KB
City - Country: No data
Date of issue: May 22nd 2012
ISBN 13: 9781137000545
Format files: PDF
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Reader ratings: 4.4
Read full description of the books:
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.
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Read information about the authorTom Doctoroff is the CEO of J. Walter Thompson Asia Pacific and one of Asia’s most respected advertising professionals. His unique combination of pan-Asian work, plus more than a decade based in China, has made him an expert in the cross-border management of brand architecture and brand building, as well as a leading expert in Chinese consumer psychology.
He has appeared regularly on CNBC, NBC’s The Today Show, Bloomberg and NPR, and is featured in publications ranging from the Financial Times to the Wall Street Journal. He is a sought after keynote speaker for events such as the International Advertising Association’s global symposium, University of Chicago’s Global Management Conference and the JPMorgan Asia Pacific Equities conference.
Tom started his career at Leo Burnett in Chicago but jumped ship to JWT. In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai and in 2002, was appointed Northeast Asia Area Director and Greater China CEO. In 2013, he was appointed the CEO of Asia Pacific for the J. Walter Thompson company. Through diversification into digital, trade marketingand field marketing, JWT Asia Pacific has emerged as one the most synergistically integrated, creatively dynamic communications networks. Some of JWT Asia’s key clients include: Unilever, HSBC, Ford, Nokia, Microsoft, Mattel, Kellogg’s and leading local enterprises in different markets.
Tom is the recipient of the “Magnolia Government Award (白玉兰政府纪念奖),” the highest honor given by the Shanghai municipal government to expatriates and was an Official Torchbearer for the Beijing 2008 Olympics. He is the author of the best-selling books “Billions: Selling to the New Chinese Consumer” (2006) and “What Chinese Want” (2012). His third book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing,” is now available.