272 pages, 10 × 7 × 0.57 in
September 24, 2013
St. Martin's Press
The following ISBNs are associated with this title:
ISBN - 10: 1137278358
ISBN - 13: 9781137278357
Table of Contents
PART I: PROLOGUEThe Objectives of 'What Chinese Want'Modern Middle Kingdom: Old Pipes, New PalacePART II: CHINESE SOCIETYFamily and Country and Me: Chinese SocietyChina's Middle Class and Communist PartyThe Long, Long March: Civil Society in ChinaLife in the Shanghai's Lanes: A Community AffairA Day at the Shanghai Zoo: Families in ActionChristmas in ChinaRitualistic ObservationTycoon Tang Jun's Lost 'face': A Chinese Business TragedySex in China: Prudence and PruriencePART III: DOING BUSINESS IN CHINAAlways and Anta: Chinese BusinessThe Rise of Chinese Brands: Not Anytime SoonBrand Management in China: Three Golden RulesChinese 'Recession' Tactics: How Marketers can Win during a DownturnThe Chinese Boardroom: Face and FearManaging China: Stimulating Creativity in a Sea of ConventionWinning Designs: Standing out to fit inDigital China: Liberated Consumers, Constricted CorporationsE-Commerce in China: Patriarchic BenevolenceIllegal DVDs: Why Piracy is here to StayThe Business of Advertising in China: Incremental Progress, no BreakthroughPART IV: THE NEW, OLD CHINESE CONSUMERNever the Twain shall Meet: Chinese ConsumersThe New Middle Class: Constants and VariablesChina's Lower-tier Cities: Brighter Eyes, Bigger MarketsChina's Booming Luxury Market: Goldmine or Landmine? Car Crazy China: Where Anxiety and Egos CollideThe Senior Market: Gray Today, Golden TomorrowAmbivalent Tiger Moms: When in Rome . . .Young Digital LivesThe Chinese and Food: Survival and Success PART V: CHINA
From the Publisher
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.
About the Author
Tom Doctoroff is the North Asia Area Director and Greater China CEO for J. Walter Thompson (JWT), the author of Billions, and a leading authority on marketing in China and Chinese consumer culture. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio and has been featured in the Financial Times, Business Week, The Wall Street Journal and The New York Times among others. 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.
"Brilliantly written, colorful, witty and well signposted." -Financial Times"I highly recommend the landmark and essential book What Chinese Want by Tom Doctoroff, to any business leaders, entrepreneurs, public officials, trade organizations, and members of the general public who are seeking a deeper and more profound understanding of the Chinese market and its consumers than is found anywhere else." -Business World"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 Ch"It takes decades for outsiders to begin to understand how China