Summary of Billions

Selling to the New Chinese Consumer

Palgrave Macmillan, more...

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Billions book summary
Insights into advertising in China from an agency's CEO for Greater China – here's how to sell to a real mass market.

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
  • How to use the Beijing Olympic games as a marketing opportunity
 

Summary

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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...
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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.


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