000			02890cam^a22005054a^4500
001			UDM01000140625
003			UDM
005			20210531214026.0
008			120224s2005^^^^nyua^^^^^b^^^^001^0^eng^^
020			_a1403971692
020			_a9781403971692
040			_aDLC _beng _cDLC _dYDXCP _dBAKER _dIXA _dVP@ _dOCLCQ _dOMB _dQ3H _dSTF _dOCLCQ _dSMP _dIG# _dCQU _dAU@ _dZWZ _dYUS _dOCLCQ _dUN@
082	0	4	_a658.8 _bD637b 2005
100	1		_9196294 _aDoctoroff, Tom, _eautor
245	1	0	_aBillions : _bselling to the new Chinese consumer / _cTom Doctoroff.
264	3	1	_aNew York : _bPalgrave Macmillan, _c2005.
300			_axiii, 225 páginas : _bilustraciones ; _c25 cm.
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
504			_aIncluye bibliografía.
505	0		_aIntroduction: 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.
650	1	4	_9311451 _aComunicación intercultural _zChina.
650	1	4	_9312363 _aConsumidores. _zChina _xActitudes.
650	1	4	_9335962 _aMercadeo. _zChina.
650	1	4	_9345479 _aPreferencias de los consumidores. _zChina.
856			_a_ _3ebrary _uhttp://site.ebrary.com/lib/universidadmonterrey/docDetail.action?docID=10150407&p00=billions%20selling%20chinese%20consumer
856			_a_ _yTabla de contenido _uhttp://catdir.loc.gov/catdir/enhancements/fy0625/2005049303-t.html
942			_2ddc _cGEN
991			_aC0 _bUN@
991			_aMER _aPR12 _a000057718, Reto Felix.
997			_aHZ _b00 _c20140722 _lUDM01 _h1028
998			_aBATCH-UPD _b00 _c20150424 _lUDM01 _h0039
999			_c128439 _d128439
900			_aADM
900			_aLYM
900			_aECO
900			_aSYC
900			_aPSI
900			_aAYN
900			_aDI
900			_aCDI
900			_aTC
900			_aCNT