China is a critical player in the global marketplace, but there is still widespread confusion about what really makes the country tick, even the Chinese have difficulty explaining their own 'Chineseness' to outsiders. In .What Chinese Want., China expert Tom Doctoroff posits that China's distinguishing traits explain the country in profound ways. INDICE: PART I: PROLOGUE.The Objectives of 'What Chinese Want'.Modern Middle Kingdom: Old Pipes, New Palace.PART II: CHINESE SOCIETY.Family and Country and Me: Chinese Society.China's Middle Class and Communist Party.The Long, Long March: Civil Society in China.Life in the Shanghai's Lanes: A Community Affair.A Day at the Shanghai Zoo: Families in Action.Christmas in China.Ritualistic Observation.Tycoon Tang Jun's Lost 'face': A Chinese Business Tragedy.Sex inChina: Prudence and Prurience.PART III: DOING BUSINESS IN CHINA.Always and Anta: Chinese Business.The Rise of Chinese Brands: Not Anytime Soon.Brand Management in China: Three Golden Rules.Chinese 'Recession' Tactics: How Marketers can Win during a Downturn.The Chinese Boardroom: Face and Fear.Managing China: Stimulating Creativity in a Sea of Convention.Winning Designs: Standing out tofit in.Digital China: Liberated Consumers, Constricted Corporations.E-Commerce in China: Patriarchic Benevolence.Illegal DVDs: Why Piracy is here to Stay.The Business of Advertising in China: Incremental Progress, no Breakthrough.PART IV: THE NEW, OLD CHINESE CONSUMER.Never the Twain shall Meet: Chinese Consumers.The New Middle Class: Constants and Variables.China's Lower-tier Cities: Brighter Eyes, Bigger Markets.China's Booming Luxury Market: Goldmine or Landmine? .Car Crazy China: Where Anxiety and Egos Collide.The Senior Market: Gray Today, Golden Tomorrow.Ambivalent Tiger Moms: When in Rome . Young Digital Lives.The Chinese and Food: Survival and Success .PART V: CHINA AND THE WORLD.Icons and Identity: Chinese Global Engagement .The China Worldview: Don't Rock ourBoat.How China sees America: Dangerous Love.The Obama Brand in China: Beware of Cool Cat.Human Rights and Consumer Behaviour.Dealing with Dissenters and the Western Response.The 2008 Beijing Olympics.Shanghai's World Expo: A DomesticAffair.China and India: A Match made in Heaven?.China and Japan, Venus and Mars.PART VI: EPILOGUE .The Myths of Modern China.
- ISBN: 978-0-230-34030-5
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 272
- Fecha Publicación: 21/06/2012
- Nº Volúmenes: 1
- Idioma: Desconocido