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ISBN: 1403976635Издательство: Palgrave Macmillan
Год издания: 2007
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 without any clear understanding of their new audience. Doctoroff delves into the psy-chology 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, especially those preparing for the 2008 Olympics in Beijing, shouldnt be without this book.