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

Amazon.com Price: $3.26 (as of 12/05/2019 18:54 PST- Details)

Categories: Books, Business and Money, Consumer Behavior, Economic Conditions, Economics, Global, International, Marketing, Marketing and Sales, Research, Subjects

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These days, most Americans take without any consideration that China would be the next global superpower. But regardless of the nation’s growing influence, the average Chinese person continues to be a mystery to most of us―or, at best, a baffling set of seeming contradictions. 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 provide an explanation for 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 any individual else who wants to know what makes the Chinese tick. From the brand new generation’s embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Web means for the federal 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.

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