Marketers of some of the world's leading brands tend to visit China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. This book delves into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions.

This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer - all 1.3 billion of them. It distils what Tom Doctoroff has learned over the past eleven years in Greater China with J. Walter Thompson, one of the region's largest advertising agencies. Marketers of some of the world's leading brands tend to come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. As a result, Doctoroff will delve into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. He uncovers the core drivers of behaviour and preference in key market segments, provides tools to help readers harness the power of insight into consumers' fundamental motivations in the Chinese marketplace, and, lastly, reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

PART 1: CHINESE CULTURE AND BUYING MOTIVATIONS - Big Dreams, Small Potatoes: The Motivations of China's New Middle Class - Dreams and Disasters: China's Mass Market Mindset - Balancing Half the Sky: What Chinese Women Want - The Mind of Chinese Men: The Anxiety of Disorientation - 'Conformist Individualism' and Chinese Youth - The 'Chinese-ness' of the Mainland vs. Hong Kong and Taiwan - PART 2: THE FUNDAMENTALS OF RELEVANT CHINESE STRATEGIES - Soft Touch and Hard Cash: The Iron Link between Insight and Profit - The Brand Vision: The
Soul of the Machine - Portfolio Management in the PRC: How and When to Extend a Brand - Anticipating the Peculiarities of China's Media Scene - How to Leverage the Glory of 2008 -
PART 3: ON THE GROUND LESSONS: WINNING AND LOSING IN CHINA - Into the Shallow End: Ten Easy Tips for Good China Ads - Missing the Point: Why Multinationals Fail in China - Culture, Corporate Structure, and the Elusive Power of Local Brands
- Chinese Consumers, Chinese Brands and the MNC Learning Curve - Chinese Cultural Relativism and Global Branding