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2012/06/17

3 Tom Doctoroff Videos: What Chinese Want, SUNY Albany Talk and Doctoroff was WRONG!

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What does the modern Chinese consumer want, and how are those desires changing? Advertising guru and frequent television news commentator Tom Doctoroff, North Asia Area Director and Greater China CEO at JWT, discussed these issues and his new book, What Chinese Want: Culture, Communism and China's Modern Consumer at a National Committee public program on June 1, 2012 at Dorsey Whitney New York. The discussion was moderated by National Committee Senior Director for Education Programs Margot Landman.
http://youtu.be/kMxM4MrCraU

What Chinese Want: Culture, Communism and China's Modern Consumer
Today 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, including:
*Connection to History: For thousands of years, the impulses and conflicts within Chinese civilization have driven its people’s behavior and choices....

Tom Doctoroff from lionbull on Vimeo.
Another talk from SUNY Albany...

Billions: Selling to the New Chinese Consumer

This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology 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--shouldn't be without this book.



http://thomascrampton.com
Rebuttal by Tom Doctoroff at http://www.thomascrampton.com/media/tom-doctoroff-china-billions-advertising-...
Shanghai-based writer Paul French asserts that China marketing guru Tom Doctoroff is wrong about China. French says that so much of what Doctoroff, CEO, Greater China of J. Walter Thompson, and others claim as pioneering was done in the 1920s and 1930s by adman Carl Crow. (French recently wrote a book about Carl Crow)
http://youtu.be/-zRSWKUnj2g


Carl Crow - A Tough Old China Hand: The Life, Times, and Adventures of an American in Shanghai

Review
'Carl Crow's story of rags to riches to rags again set against the turbulent history of Shanghai makes for a gripping read. As a newshound, businessman, writer and entrepreneur, Crow's insights into China's modernization - and Western fantasies about the China market - are as fresh and illuminating as they were at the time. This is much more than a biography but brings together the whole story of Shanghai's rise and fall. The book is full of vivid details and amusing and sometimes sad stories which anyone interested in Shanghai's future and its past will enjoy.' - Jasper Becker, author of The Chinese and Hungry Ghosts

From the Inside FlapCarl Crow arrived in Shanghai in 1911 and made the city his home for the next quarter of a century, working there as a journalist, newspaper proprietor, and groundbreaking adman. He also did stints as a hostage negotiator, emergency police sergeant, gentleman farmer, go-between for the American government, and propagandist. In the 1930s Crow wrote a pioneering book - 400 Million Customers - that encouraged a flood of businesses into the China market in an intriguing foreshadowing of today's boom.


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