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This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer. Uncovers the core drivers of behaviour and preference in key market segments, provides tools to help harness the power of insight into consumers' motivations in the Chinese market, and reveals the pitfalls into which multinationals often fall
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Billions : selling to the new Chinese consumer, Tom Doctoroff
- Language
- Released
- 2005
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- (Hardcover)
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- Title
- Billions : selling to the new Chinese consumer
- Language
- English
- Authors
- Tom Doctoroff
- Publisher
- Palgrave Macmillan
- Released
- 2005
- Format
- Hardcover
- Pages
- 240
- ISBN10
- 1403971692
- ISBN13
- 9781403971692
- Series
- Rating
- 3.6 out of 5
- Description
- This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer. Uncovers the core drivers of behaviour and preference in key market segments, provides tools to help harness the power of insight into consumers' motivations in the Chinese market, and reveals the pitfalls into which multinationals often fall