• ISBN13: 9781403976635
• Binding: Paperback
• Subject: Business Management
• Publisher: Macmillan
• Publisher Imprint: Palgr Mac
• Publication Date: August 6, 2007
• Pages: 240
• Original Price: GBP 15.99
• Language: English
• Edition: N/A
• Item Weight: 318 grams

About the Book 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.