Individual Author Record
Name: Tom DoctoroffPen Name: None Genre: Non-Fiction Born: in Detroit, MI Sites:
Illinois ConnectionDoctoroff completed his undergraduate studies at Northwestern University (Evanston, IL) and holds an MBA from the University of Chicago. He began his advertising career at Leo Burnett in Chicago then changed to JWT advertising, also in Chicago.
Biographical and Professional InformationDoctoroff was born and raised in Detroit, Michigan. He completed his undergraduate studies at Northwestern University (Evanston, IL) and holds an MBA from the University of Chicago. Before his advertising career began at JWT, he began his career at Leo Burnett in Chicago. In 1994, he moved to Hong Kong and then to Shanghai in 1998. He resides there still today.
Titles At Your Library
Billions: Selling to the New Chinese Consumer
ISBN: 1403976635 St. Martin's Griffin. 2007
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.
What Chinese Want: Culture, Communism, and China's Modern Consumer
ISBN: 1137278358 St. Martin's Griffin. 2013 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.