What Chinese Want
Palgrave Macmillan (Verlag)
978-1-137-27835-7 (ISBN)
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.
Tom Doctoroff is the Northeast Asia area director and Greater China CEO for J. Walter Thompson, the author of Billions, and a leading authority on marketing in China and Chinese consumer culture, with more than13 years of experience in mainland China. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio, and is frequently featured in publications ranging from the Financial Times and Business Week to The Wall Street Journal and The New York Times. He is also a columnist for the China Economic Review and the Chinese magazine Global Entrepreneur. Doctoroff is the recipient of the Magnolia Government Award, the highest honor given by the Shanghai municipal government to expatriates, and was selected to be an official torchbearer for the Beijing 2008 Olympics.
PART I: PROLOGUE The Objectives of What Chinese Want Modern Middle Kingdom: Old Pipes, New Palace PART II: CHINESE SOCIETY Family and Country and Me: Chinese Society China's Middle Class and Communist Party The Long, Long March: Civil Society in China Life in the Shanghai's Lanes: A Community Affair A Day at the Shanghai Zoo: Families in Action Christmas in China Ritualistic Observation Tycoon Tang Jun's Lost 'face': A Chinese Business Tragedy Sex in China: Prudence and Prurience PART III: DOING BUSINESS IN CHINA Always and Anta: Chinese Business The Rise of Chinese Brands: Not Anytime Soon Brand Management in China: Three Golden Rules Chinese 'Recession' Tactics: How Marketers can Win During a Downturn The Chinese Boardroom: Face and Fear Managing China: Stimulating Creativity in a Sea of Convention Winning Designs: Standing out to fit in Digital China: Liberated Consumers, Constricted Corporations E-Commerce in China: Patriarchic Benevolence Illegal DVDs: Why Piracy is here to Stay The Business of Advertising in China: Incremental Progress, No Breakthrough PART IV: THE NEW, OLD CHINESE CONSUMER Never the Twain Shall Meet: Chinese Consumers The New Middle Class: Constants and Variables China's Lower-tier Cities: Brighter Eyes, Bigger Markets China's Booming Luxury Market: Goldmine or Landmine? Car Crazy China: Where Anxiety and Egos Collide The Senior Market: Gray Today, Golden Tomorrow Ambivalent Tiger Moms: When in Rome ... Young Digital Lives The Chinese and Food: Survival and Success PART V: CHINA AND THE WORLD Icons and Identity: Chinese Global Engagement The China Worldview: Don't Rock Our Boat How China Sees America: Dangerous Love The Obama Brand in China: Beware of Cool Cat Human Rights and Consumer Behaviour Dealing with Dissenters and the Western Response The 2008 Beijing Olympics Shanghai's World Expo: A Domestic Affair China and India: A Match Made in Heaven? China and Japan, Venus and Mars PART VI: EPILOGUE The Myths of Modern China
| Erscheint lt. Verlag | 5.5.2015 |
|---|---|
| Zusatzinfo | Illustrations |
| Verlagsort | Basingstoke |
| Sprache | englisch |
| Maße | 156 x 233 mm |
| Gewicht | 296 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| Wirtschaft ► Volkswirtschaftslehre ► Makroökonomie | |
| ISBN-10 | 1-137-27835-8 / 1137278358 |
| ISBN-13 | 978-1-137-27835-7 / 9781137278357 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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