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indigoBooksTom Doctoroff

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Billions: Selling To The New Chinese Consumer

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This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff…
What Chinese Want: Culture, Communism and the Modern Chinese Consumer

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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…
Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing

|November 11, 2014

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In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom…