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What Chinese Want: Culture, Communism and the Modern Chinese Consumer
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What Chinese Want: Culture, Communism and the Modern Chinese Consumer

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3.52 of 5 stars 3.52  ·  rating details  ·  65 ratings  ·  10 reviews
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. W ...more
ebook, 272 pages
Published May 22nd 2012 by Palgrave Macmillan Trade
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Kate
I would actually probably give this a 3.5 - but not a 4, so I opted for the lower rating.

It's important to remember that this is first and foremost a business book. I had been reading in the last little while a few personal narratives about life in China - so I went in with that mindset. I found it a little slow going at first. I was a little frustrated by the format (typical business book - not a narrative structure). So that took some getting used to.

About 1/2 way through, I finally started to
...more
Zbhall
Not that interesting. Repetitive writing style. The book is not long, but probably could have been about 40% shorter if the author didn't continue to repeat himself. The brush he paints with is a bit too broad.

Oh well.
Michaeld
I received this book through Good Reads give-aways. When I glanced at the give-away and read through the synopsis, I thought it would be a good read and luckily I won a copy.

The book definitely had many black-and-white points. I don't feel this takes away from the material, but I do feel it takes away from China's potential and remains a bit oblivious to the United States empire falling (one day...). I'm not one to say that the US will fall, but I definitely don't feel that China is the Yang to
...more
Matthew Christensen
Tom Doctoroff has opinions and he isn't afraid to express them. There is no beating around the bush here. I appreciated his direct style and getting right to the point, though he has a tendency to oversimplify things. There is nothing worse than dancing around the issue to the point that you're not sure where the author stands. Not so with Doctoroff. He also tends to overgeneralize, saying things such as :

"Chinese fear chaos; they are unable to imagine social order without autocratic control."(p
...more
Andrew
Interesting quasi-academic book on China from marketing/advertising guru Tom Doctoroff. His writing style is verbose, sometimes too much so, but remains engaging, even if I did have to pull out a dictionary at times. Doctoroff's marketing/advertising background provides a distinct and unique framework for analyzing China. He conceptualizes topics in terms of "brands", making for a very interesting read unlike any other treatment of contemporary Chinese society. While Doctoroff excels at dissecti ...more
Haitong Ye
Insights from a western advertiser, decode Chinese consumer motivation into core. Brilliant approach!
Marc
Much of the book is directed to marketing professionals and isn't that interesting to the layperson, but there's still some good stuff I learned about the culture. The author does like to repeat certain phrases a lot, which is a bit annoying like "one can't understate the importance of..."
Shawn
Definitely better than his previous book. I am still very dissatisfied with his insistence on saying China is a Confucian society. This is worth the read for those new to China, just make sure you take some of the ideas in with other books at the same time.
Lucy
Good deep understanding of Chinese consumers
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Tom Doctoroff is the CEO of J. Walter Thompson Asia Pacific and one of Asia’s most respected advertising professionals. His unique combination of pan-Asian work, plus more than a decade based in China, has made him an expert in the cross-border management of brand architecture and brand building, as well as a leading expert in Chinese consumer psychology.

He has appeared regularly on CNBC, NBC’s Th
...more
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