Summary of Billions

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Billions book summary
Start getting smarter:
or see our plans

Rating

8 Overall

8 Applicability

9 Innovation

8 Style


Recommendation

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.

In this summary, you will learn

  • What complex social and psychological factors affect the Chinese consumer market;
  • How to develop advertising campaigns appropriate to that market – while avoiding common pitfalls; and
  • How to use the Beijing Olympic games as a marketing opportunity.
 

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.

 

Summary

China's Middle Class: Overview
Until a few years ago, China didn't really have a middle class. Now it does. Yet China's middle class has a distinctive set of aspirations, fears, beliefs and doubts, which are the legacy of China's 5000-year dynastic history and its turbulent postrevolution...

More on this topic

By the same author

What Chinese Want
What Chinese Want
7

Customers who read this summary also read

On China
On China
9
Great Powers, Grand Strategies
Great Powers, Grand Strategies
6
China’s Mobile Economy
China’s Mobile Economy
7
What China Reveals About the Future of Shopping
What China Reveals About the Future of Shopping
8
Alibaba
Alibaba
8
Chinese Tech Firms Forced to Choose Market
Chinese Tech Firms Forced to Choose Market
7

Related Channels

Comment on this summary