Billions : selling to the new Chinese consumer

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Billions : selling to the new Chinese consumer

Title:

Billions : selling to the new Chinese consumer

Author:

Doctoroff, Tom.

ISBN:

9781403971692

Personal Author:

Doctoroff, Tom.

Publication Information:

New York, N.Y. : Palgrave Macmillan, 2006.

Physical Description:

xiii, 225 p. : ill. ; 24 cm.

Subject Term:

Consumers -- China -- Attitudes.

Consumers' preferences -- China.

Intercultural communication -- China.

Communication and culture -- China.

Marketing -- China.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168020369837	658.83430951 D637B 2006	1	Searching... Unknown

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Summary

Summary

'Billions' cracks the supposedly indecipherable code of marketing to the new Chinese consumer. The author explains the importance of culture in shaping buying decisions and describes the core drivers of behaviour and preference in key market segments.

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