What Chinese Want: Culture, Communism and the Modern Chinese Consumer

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What Chinese Want: Culture, Communism and the Modern Chinese Consumer

by Tom Doctoroff

St. Martin's Press | May 22, 2012 | Hardcover |

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Today China is a critical player in the global marketplace, but there is still widespread confusion about what really makes the country tick - even the Chinese have difficulty explaining their own "Chineseness" to outsiders. In What Chinese Want, China expert Tom Doctoroff posits that China's distinguishing traits explain the country in profound ways, including:
*Connection to History: For thousands of years, the impulses and conflicts within Chinese civilization
have driven its people's behavior and choices. More than any other nationality, they are driven by their past history as much as by their intense focus on the future. This manifests itself in a profound belief in their country''s stability and an intense national pride that often drives business decisions.
*A Complex View of Morality: As evidenced by their sticky human rights issues, rampant piracy, and
endemic government corruption, the Chinese have a significantly higher tolerance for certain things the
West would consider wrong. Doctoroff puts these differences in context so that the reader can understand their nuances and impact on business and international relations.
*Family Over the Individual: Whereas in America the individual is a prized source of originality, freewill, and consumer choice, in China the focus is squarely on the family and the larger society. This difference can be seen in the educational system, entrepreneurial activity, and many other key aspects of Chinese society.From the new generation's embrace of Christmas to the secrecy of industry titans; from the government's meticulously incremental approach to currency appreciation to the middle class's fixation with luxury brands, Doctoroff explains the mysteries of modern China for those looking to enter the market in a culturally sensitive and effective way.

Format: Hardcover

Dimensions: 272 Pages, 6.3 × 9.45 × 0.79 in

Published: May 22, 2012

Publisher: St. Martin's Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 023034030X

ISBN - 13: 9780230340305

Found in: International

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– More About This Product –

What Chinese Want: Culture, Communism and the Modern Chinese Consumer

What Chinese Want: Culture, Communism and the Modern Chinese Consumer

by Tom Doctoroff

Format: Hardcover

Dimensions: 272 Pages, 6.3 × 9.45 × 0.79 in

Published: May 22, 2012

Publisher: St. Martin's Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 023034030X

ISBN - 13: 9780230340305

Table of Contents

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 an
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From the Publisher

Today China is a critical player in the global marketplace, but there is still widespread confusion about what really makes the country tick - even the Chinese have difficulty explaining their own "Chineseness" to outsiders. In What Chinese Want, China expert Tom Doctoroff posits that China's distinguishing traits explain the country in profound ways, including:
*Connection to History: For thousands of years, the impulses and conflicts within Chinese civilization
have driven its people's behavior and choices. More than any other nationality, they are driven by their past history as much as by their intense focus on the future. This manifests itself in a profound belief in their country''s stability and an intense national pride that often drives business decisions.
*A Complex View of Morality: As evidenced by their sticky human rights issues, rampant piracy, and
endemic government corruption, the Chinese have a significantly higher tolerance for certain things the
West would consider wrong. Doctoroff puts these differences in context so that the reader can understand their nuances and impact on business and international relations.
*Family Over the Individual: Whereas in America the individual is a prized source of originality, freewill, and consumer choice, in China the focus is squarely on the family and the larger society. This difference can be seen in the educational system, entrepreneurial activity, and many other key aspects of Chinese society.From the new generation's embrace of Christmas to the secrecy of industry titans; from the government's meticulously incremental approach to currency appreciation to the middle class's fixation with luxury brands, Doctoroff explains the mysteries of modern China for those looking to enter the market in a culturally sensitive and effective way.

About the Author

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 than thirteen 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.

Editorial Reviews

"What Chinese Want is generous with facts and figures but draws greater strength from the author''s insights and experiences. His description of a visit to the Shanghai Zoo is more revealing of the Chinese consumer than is an exhaustive compilation of demographic data."-- Inc. "With insight and energy, Doctoroff…takes on the daunting task of explaining the Chinese character… This in-depth, lively précis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market."-- Publishers Weekly   "A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom… A no-nonsense book by an enlightened capitalist.”— Kirkus Reviews   “Gaining familiarity with China''s basic philosophies and culture will help businesspeople create new opportunities, offer competitive advantages, and avoid pitfalls. Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.”-- Library Journal   "Do not go to China - with your product, your ideas or yourself - without reading this book.  Tom Doctoroff is a triple value interpreter; marketer, historian and philosopher of all things China."--Charlotte Beers, former Chairman Ogilvy, J. Walter Thompson, and author of I''d Rather Be in Charge   "It takes decades for outsiders to begin to understand how China really works.  In his latest book,
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