What Chinese Want: Culture, Communism and China's Modern Consumer

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Hardcover, St Martins Pr, 2012, ISBN13 9780230340305, ISBN10 023034030X
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Hardcover, St Martins Pr, 2012, ISBN13 9780230340305, ISBN10 023034030X

About this item

Important Made in USA Origin Disclaimer: For certain items sold by Walmart on Walmart.com, the displayed country of origin information may not be accurate or consistent with manufacturer information. For updated, accurate country of origin data, it is recommended that you rely on product packaging or manufacturer information.

Hardcover, St Martins Pr, 2012, ISBN13 9780230340305, ISBN10 023034030X

Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, 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 - 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, including:

  • why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth;
  • their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and
  • the long and storied past that still drives decision making at corporate, local, and national levels.

Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.

Specifications

Number of Pages: 258
Original Languages: English
Author: Doctoroff, Tom
Publisher: St Martins Pr
Publication Date: May, 2012
ISBN-13: 9780230340305
ISBN-10: 023034030X
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