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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 without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China shouldn't be without this book.

NOTE: This title is a Bargain Book Copy, purchased direct from various publishers as excess inventory or a store return. The book is in new condition and will, in most cases, have a small dot or line on the edge of the book. It may also have a price sticker on it from the original store it was returned from. In a rare case the actual cover for a book might not match the one in the display picture. For more information please refer to the information page Our Product.

Due to many publishers not providing a Canadian list price the Canadian list price shown is an estimation based upon the US list price multiplied by the current exchange rate.

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ISBN: 9781403976635
Publisher: Palgrave Macmillan
Language: English
Page Count: 225
Size: 9.06" l x 5.98" w x 0.70"
Series: N/A