Billions Selling to the New Chinese Consumer [Paperback]

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 to do business in China--especially those preparing for the 2008 Olympics in Beijing--shouldn't be without this book.

Tom Doctoroffis Greater China CEO for J. Walter Thompson and Asia Pacific's leading speaker on Chinese marketing, advertising, and corporate culture. He lives in Shanghai, China.

Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers. Wall Street Journal

Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past? The Rolling Stones did it on their Forty Licks Tour and the answers for everyone else are revealingly described in this book. Roger Blackwell, Professor of Marketing, Fisher College of Business and Co-author, Brands That Rock

Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible. Robyn Meredith, SelSl