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Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past? The Rolling Stones did it on their Forty Licks Tour and the answers for everyone else are revealingly described in this book.
Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible.
- Robyn Meredith, Senior Editor, Asia, Forbes Magazine, Hong Kong
Vintage Tom. A high energy New Yorker in Shanghai with a crescendo of opinions, observations, insights and assertions.Vintage China, too. A mass of contradictions and surprises. But to the open-minded, one of life's great experiences is living in Shanghai in this glorious period. This book brings out the vividness of the moment with astute observations for the future, developed through Tom's unique perspective on what makes Chinese consumers tick
Billions provides a fascinating insight into the fast changing business and social environments in today's China. If you are operating in the Chinese market or wish to join the 'gold rush' this book is a must-read. Doctoroff has managed to capture underlying trends and influences, which means that, unlike standard business guides on China, this book will not be out of date in 6 months. This contribution to the understanding of the Chinese population will add real value to marketers and advertisers everywhere.
I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity.
The best psycho-analysis of Chinese consumers I have ever read.