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Also by Tom Doctoroff:

What Chinese Want, June 2012
Hardcover / e-Book
Billions, December 2005
Hardcover

Billions
Tom Doctoroff

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them.

Selling to the New Chinese Consumer
Palgrave Macmillan
December 2005
240 pages
ISBN: 1403971692
Hardcover
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Non-Fiction

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies.

Marketers of some of the world’s leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

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