What Chinese Want

Culture, Communism, and China's Modern Consumer

Edición de la obra What Chinese want

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 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.