You can find an abundance of books about doing business in China. This one, however, takes a rare approach. Ad expert Tom Doctoroff confines his commentary (for the most part) to a subject he has the expertise to address – advertising – although he tends to generalize a bit about Chinese history and philosophy. He offers evidence and examples from both successful and unsuccessful ad campaigns to support his assertions about what will work if you want to build your brand in China. getAbstract finds that this short book offers interesting perspectives on the Chinese consumer market, while it also provides a refresher course on the main principles of advertising and brand building in any market, whether it be East or West.
About the Author
Tom Doctoroff is greater China CEO for one of the region's largest advertising agencies. In the past 11 years, he has partnered with more than 50 Chinese clients, both multinational and domestic. He is Asia-Pacific's leading speaker on Chinese marketing, advertising and corporate culture. He lives in Shanghai.