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

What Chinese Want provides a sweeping look at contemporary Chinese consumer behavior, how its cultural influences separate it from the West, and how marketers and businesses can harness the natural strengths of this age-old civilization to succeed there.

Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to West...