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Author Doctoroff, Tom.

Title What Chinese want : culture, communism, and China's modern consumer / Tom Doctoroff.

Imprint New York : Palgrave Macmillan, c2012.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.8340951 D659w 2012    ---  Available
Description xiv, 258 p. : ill. ; 25 cm.
Note Includes index.
Summary Tom Doctoroff explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers. --from publisher description
Contents Pt. 1, The Chinese worldview: -- Modern Middle Kingdom: old pipes, new palace.
Pt. 2, Top down: doing business in China: -- Anta and always: an introduction to Chinese business -- The rise of Chinese brands: a distant dream -- Brand management in China: three golden rules -- Chinese recession tactics: how marketers can win during a downturn -- The Chinese boardroom: face and fear -- Tycoon Tang Jun's lost face: a Chinese business tragedy -- Managing China: stimulating creativity in a sea of convention -- Winning designs in China: standing out to fit in -- Digital China: liberated consumers. constricted corporations -- E-commerce in China: patriarchal benevolence -- Illegal DVDs: why piracy is here to stay -- The business of advertising in China: incremental progress, no breakthroughs.
Pt. 3, The new, old Chinese consumer: -- Barbie, Starbucks, and COFCO: an introduction to Chinese consumerism -- The new middle class: constants and variables -- China's lower-tier cities: brighter eyes, bigger markets -- China's booming luxury market: gold mine or landmine? -- Car-crazy China: where ego and anxiety collide -- China's senior market: gray today, golden tomorrow -- China's ambivalent tiger moms: when in Rome... -- Young digital lives: a parallel universe of ambitious release -- The Chinese and food: survival and success.
Pt. 4, Chinese society: -- Family and country and me: an introduction to Chinese society -- Codependence: China's middle class and the Communist Party -- The long, long march: civil society in China; The Sichuan earthquake aftermath: forging a new civil society?; China's dairy scandal: two steps back -- Life in Shanghai's lanes: a community affair -- A day at the Shanghai zoo: families in action -- Christmas in China: universal release, transactional gain -- Ritualistic observation: the dark matter of Chinese civilization -- Sex in China: prudence and prurience.
Pt. 5, China and the world: -- Icons and identity: an introduction to China's engagement with the world -- China's worldview: don't rock our boat -- How China sees America: dangerous love -- The Obama brand in China: beware of cool cat; Standing up in China; Dealing with dissenters: pragmatism, not passion -- The Beijing Olympics and Shanghai Expo: party power plays; The torch relay: friend or foe, China perseveres; At the opening ceremony: China reveals its soul; Shanghai's World Expo: an internal affair -- China and its neighbors: colleagues, not friends; Japan and China: contrasting response to the financial crisis; Japan and China: contrasting response to natural disaster; A note on South Korea; China and India: a match made in heaven?
Pt. 6, Epilogue: -- The myths of modern China: -- Myth 1: Popular anger means the party's power is weakening -- Myth 2: American-style individualism is taking root -- Myth 3: Contemporary Chinese have no beliefs -- Myth 4: The internet will revolutionize China -- Myth 5: The Chinese market is, like Europe, many countries -- Myth 6: The Chinese consumer is inscrutable -- Myth 7: The Chinese growth model is in critical danger -- Myth 8: China Inc. will eat America's lunch -- Myth 9: China is the twenty-first century superpower -- Myth 10: China is militarily aggressive.
Summary China is emerging as an economic superpower, yet, as advertising executive Doctoroff explains, advertising and marketing practices in China often seem radically different from, and more complex than, their Western counterparts. Because their sensibilities are deeply rooted in their history and culture, Chinese consumers traditionally value strong nationalist and family ties, anti-individualism, and Confucian ideals such as "clever resourcefulness." Gaining familiarity with China's basic philosophies and culture will help businesspeople create new opportunities.
Subject Consumers -- China -- Attitudes.
Consumers' preferences -- China.
Marketing -- China.
China -- Economic conditions -- 2000-
ISBN 9780230340305 (hbk.)
023034030X (hbk.)

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