What Chinese Want

A look at contemporary Chinese consumer behaviour, how its cultural influences separate it from the West and how marketers and businesses can harness the natural strengths to succeed there Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals hi [...]
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A look at contemporary Chinese consumer behaviour, how its cultural influences separate it from the West and how marketers and businesses can harness the natural strengths to succeed there 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. "An invaluable primer on the culture and buying patterns of the Chinese." - Fortune