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作者:
Tom Doctoroff
出版社: Palgrave Macmillan 副标题: Selling to the New Chinese Consumer 出版年: 2005-12-13 页数: 240 定价: USD 27.95 装帧: Hardcover ISBN: 9781403971692
内容简介
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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 ...
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.
作者简介
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唐锐涛 (Thomas D. Doctoroff)
智威汤逊-中乔广告公司 (J. Walter Thomson/Bridge) 东北亚区总裁兼大中华区首席执行官
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