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Billions: Selling to the New Chinese Consumer [Englisch] [Gebundene Ausgabe]

Tom Doctoroff
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Inhaltsverzeichnis

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 China 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

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 China 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

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