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(0)Tom Doctoroff
Author
Language
English
Description
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But, Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their...
Author
Language
English
Description
This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer, all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies.
Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But, the same rules do not apply in China. Doctoroff...
Author
Language
English
Description
Today, most Americans take for granted that China will be the next global superpower. But, despite the nation's growing influence, the average Chinese person is still a mystery, or, at best, a baffling set of seeming contradictions, to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience...