Billions: Selling to the New Chinese Consumer

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Billions: Selling to the New Chinese Consumer - Doctoroff, Tom
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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 delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans ...

Billions: Selling to the New Chinese Consumer 2007, St. Martin's Griffin, New York

ISBN-13: 9781403976635

Trade paperback

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Billions: Selling to the New Chinese Consumer 2006, Palgrave MacMillan, New York, NY

ISBN-13: 9781403971692

Hardcover

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