TY  - BOOK
AU  - Doctoroff,Tom
TI  - Billions: selling to the new Chinese consumer 
SN  - 1403971692
U1  - 658.8 
PY  - 2005///
CY  - New York
PB  - Palgrave Macmillan
KW  - Comunicación intercultural
KW  - China
KW  - Consumidores
KW  - Actitudes
KW  - Mercadeo
KW  - Preferencias de los consumidores
N1  - Incluye bibliografía; Introduction: the extraordinary Chinese -- Part I. Chinese culture and buyer motivations: Big dreams, small potatoes: the motivations of China´s new middle class -- Dreams and disasters: China´s mass market mindset -- Balancing half the sky: what Chinese women want -- The mind of Chinese men: the anxiety of disorientation -- Conformist individualism and Chinese youth -- The ´Chineseness´ of the mainland versus Hong Kong and Taiwan. -- Part II. The fundamentals of relevant China strategies: Soft touch and hard cash: the iron link between insight and profit -- The brand vision: the soul of the machine -- Portfolio management in the PRC: how and when to extend a brand -- Anticipating the peculiarities of China´s media scene -- How to leverage the glory of Beijing 2008 -- Part III. On the ground lessons: winning and losing in China: Into the shallow end: ten easy tips for good China ads -- Missing the point: why mulitnational corporations fail in China -- Culture, corporate structure, and the elusive power of local brands -- Chinese consumers, Chinese brands and the MNG learning curve -- Chinese cultural relativism and global branding
UR  - http://site.ebrary.com/lib/universidadmonterrey/docDetail.action?docID=10150407&p00=billions%20selling%20chinese%20consumer
UR  - http://catdir.loc.gov/catdir/enhancements/fy0625/2005049303-t.html
ER  -