Bøker av Tom Doctoroff

Anyone who plans to do business in China shouldn't get on the plane without this book. It cracks the code of marketing to the new Chinese consumer by uncovering core drivers of behaviour and preference in key market segments. It includes indispensable practical advice and common pitfalls.

The frenzy over digital media has created a schism in the marketing world that is preventing brands from attaining their true business potential. Featuring case studies from Coca-Cola, Nike, and Apple, Tom Doctoroff breaks down the marketing framework and explains how digital marketing can't stand without the traditional foundation.

Tom Doctoroff marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs.