000			02636nam a2200289Ia 4500
001			1124
008			230305s2012 xx 000 0 und d
020			_a9780230340305
041			_aeng
245		0	_aWhat Chinese want
260			_a _bPalgrave Macmillan, _c2012
500			_aculture, communism and the modern Chinese consumer
520			_aToday, 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.
630			_aHF COMMERCE _914
650		0	_aConsumers _zChina _xAttitudes _96327
650		0	_aConsumers _xPsychology _97445
650			_aMarketing _xChina _96329
650			_aChina _xEconomic conditions _x21st century _96330
650			_a _912
700			_aDoctoroff, Tom _eAuthor _96331
902			_a490
905			_am
912			_a2012-01-01
942			_a1
953			_d2013-01-22 17:28:50
999			_c1129 _d1129