From Publishers Weekly
Narrower than the title suggests, this book covers only the branding of consumer items through print and television campaigns. There's no discussion of marketing, pricing, distribution or product design, nor media other than print and television, nor niche or wholesale sales. Doctoroff, who worked in China for 11 years with JWT, one of the region's largest advertising firms, believes that "quantitative research... is incapable of unearthing... an epiphany that elucidates buying behavior" and that "data are coldly empirical" while "insights... are alive." Most of his book, therefore, consists of "insights": qualitative impressions of mass campaigns, mostly by multinational companies selling consumer goods. Doctoroff's analysis of these ad campaigns focuses not on their immediate sales benefit but on their contribution to a valuable brand image. Along the way, he dispenses anecdotes and advice on such topics as how to choose a name that works well in China and how to deal with government censors. This unfocused approach reduces the book's value as a how-to manual, but it does make it easy to read. This is a painless way to pick up the benefit of the author's long experience, along with many stimulating facts. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Booklist
Doctoroff relates that his book covers three broad areas. The first deals with the importance of culture in shaping buying decisions. Doctoroff examines the psyches of contemporary Chinese consumers and the core "drivers" of behavior and preference across key market segments. The second offers data on forging what he calls a relevant brand vision, on creating a product portfolio that maximizes brand extensibility (the range of categories that can coexist under the same trademark), and on anticipating the peculiarities of the Chinese media scene. In the third, he analyzes the pitfalls that often cause multinational brands and their local competitors to fail, many of them a function of cultural ignorance or rigidity. Doctoroff, the Greater China CEO for JWT (an advertising agency), posits that the 1.3 billion Chinese consumers are the most striving, ambitious people on the planet and "that counts for a lot." George Cohen
Copyright © American Library Association. All rights reserved
Copyright © American Library Association. All rights reserved
Review
"Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers."--Wall Street Journal
"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."
--Roger Blackwell, Professor of Marketing, Fisher College of Business and Co-author, Brands That Rock
"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"
--Alan Brown, Chairman, Unilever China
- 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"
--Alan Brown, Chairman, Unilever China
"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."
--Alan Main , Vice President & Region Head - Asia Pacific, Bayer Consumer Care Division
--Alan Main , Vice President & Region Head - Asia Pacific, Bayer Consumer Care Division
"I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity."
--Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle
--Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle
"The best psycho-analysis of Chinese consumers I have ever read."
--China Economic Review
Book Description
This book cracks the code of marketing to the New Chinese Consumerall 1.3 billion of them. Marketers of some of the worlds leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldnt get on the plane without this book.
Book Description
This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.
About the Author
Tom Doctoroff is Greater China CEO for J. Walter Thompson and Asia Pacific’s leading speaker on Chinese marketing, advertising, and corporate culture. He lives in Shanghai, China.
