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Focusing on the psychology of contemporary Chinese consumers, this book explores how cultural influences shape their buying decisions. It highlights the unique motivations of this vast market, emphasizing common pitfalls that multinational brands encounter. With insights tailored for marketers, especially those targeting the upcoming 2008 Olympics in Beijing, it serves as an essential guide for anyone looking to navigate the complexities of marketing in China.
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Billions, Tom Doctoroff
- Language
- Released
- 2007
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- Billions
- Subtitle
- Selling to the New Chinese Consumer
- Language
- English
- Authors
- Tom Doctoroff
- Publisher
- St. Martin's Griffin
- Released
- 2007
- Format
- Paperback
- Pages
- 240
- ISBN13
- 9781403976635
- Category
- Business and Economics
- Description
- Focusing on the psychology of contemporary Chinese consumers, this book explores how cultural influences shape their buying decisions. It highlights the unique motivations of this vast market, emphasizing common pitfalls that multinational brands encounter. With insights tailored for marketers, especially those targeting the upcoming 2008 Olympics in Beijing, it serves as an essential guide for anyone looking to navigate the complexities of marketing in China.