{"title":"Tom Doctoroff","description":"\u003cp\u003eExplore the insightful works of Tom Doctoroff, a leading expert on brand strategy and consumer behaviour in China. Delve into his analyses of Chinese culture and marketing.\u003c\/p\u003e","products":[{"product_id":"what-chinese-want-book-tom-doctoroff-9780230340305","title":"What Chinese Want","description":"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.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49587426001169,"sku":"GOR004346462","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49646562672913,"sku":"GOR006550335","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50346040262929,"sku":"CIN023034030XG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/023034030X.jpg?v=1751356323"},{"product_id":"what-chinese-want-book-tom-doctoroff-9781137278357","title":"What Chinese Want","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 to most of us - or, at best, a baffling set of seeming contradictions. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, 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 - or anyone else who wants to know what makes the Chinese tick. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49612714180881,"sku":"GOR010928753","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50377160655121,"sku":"CIN1137278358VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51020391645457,"sku":"NIN9781137278357","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51767864492305,"sku":"GOR008621750","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":52399614558481,"sku":"CIN1137278358G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52587785519377,"sku":"NLS9781137278357","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1137278358.jpg?v=1751400308"},{"product_id":"twitter-is-not-a-strategy-book-tom-doctoroff-9781137279309","title":"Twitter is Not a Strategy","description":"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.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":49984046203153,"sku":"CIN1137279303G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52407053353233,"sku":"NLS9781137279309","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":52746896769297,"sku":"NIN9781137279309","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1137279303.jpg?v=1751334975"},{"product_id":"billions-book-tom-doctoroff-9781403971692","title":"Billions","description":"\u003cp\u003eThis 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.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"US \/ WELL_READ \/ SBYB","offer_id":50374504120593,"sku":"CIN1403971692A","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51416955519249,"sku":"CIN1403971692VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51673163661585,"sku":"GOR002224751","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":52105961242897,"sku":"CIN1403971692G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1403971692.jpg?v=1751114100"},{"product_id":"billions-book-tom-doctoroff-9781403976635","title":"Billions","description":"This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer - all 1.3 billion of them. It distils what Tom Doctoroff has learned over the past eleven years in Greater China with J. Walter Thompson, one of the region's largest advertising agencies. Marketers of some of the world's leading brands tend to come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. As a result, Doctoroff will delve into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. He uncovers the core drivers of behaviour and preference in key market segments, provides tools to help readers harness the power of insight into consumers' fundamental motivations in the Chinese marketplace, and, lastly, reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":50381374325009,"sku":"CIN1403976635G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52474254262545,"sku":"NLS9781403976635","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53009654120721,"sku":"NIN9781403976635","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1403976635.jpg?v=1751370612"}],"url":"https:\/\/www.worldofbooks.com\/en-gb\/collections\/author-books-by-tom-doctoroff.oembed","provider":"World of Books ","version":"1.0","type":"link"}