Author: Mary Bergstrom
Edition:
Publisher: Palgrave Macmillan
Binding: Hardcover
ISBN: 0230120628
Price:
You Save: 22%
All Eyes East: Lessons from the Front Lines of Marketing to China's Youth
The allure of the world's fastest growing economy and largest population is undeniable; global companies crowd into the mainland in search of salvation to offset markets that have peaked or are in decline.All Eyes East review. China's youth population is composed of 500 million under the age of 30 and is poised to play a vital role in the global economy. Until now, no one has focused on this powerful group and the strategies that succeed with them.
Born under the one-child policy into a newly opened economy, Chinese youth are consumer pioneers almost by birthright. Backed by two parents and four grandparents, they are positioned to consume new cars, luxury products, and real estate much earlier than their foreign peersRead full reviews of All Eyes East: Lessons from the Front Lines of Marketing to China's.
China's youth population is composed of 500 million under the age of 30 and is poised to play a vital role in the global economy. Until now, no one has focused on this powerful group and the strategies that succeed with them.
Born under the one-child policy into a newly opened economy, Chinese youth are consumer pioneers almost by birthright. Backed by two parents and four grandparents, they are positioned to consume new cars, luxury products, and real estate much earlier than their foreign peers. It is youth's accumulation of power that will catapult China to become the number one consumer market across too many categories to list.
In All Eyes East, author Mary Bergstrom shares years of experience studying youth and helping companies understand and better target young audiences in China. She guides readers through the stories behind the headlines to reveal the unique way that Chinese youth look at themselves and the world. Along the way, she deciphers key issues such as the phenomenon of assigning new generations every ten years (or less), the meaning and manifestations of subcultures, and the new order that has emerged as a result of the country's dramatic gender imbalance.
At each step, Bergstrom marries insight to action; explaining how and why changes have occurred, what companies have done to successfully (or not) leverage trends, and what will happen next. By interviewing leaders of brands that have operated successfully in China for decades such as Pepsi, GM, Li Ning, McDonald's, Converse, JWT, and Interbrand, Bergstrom goes behind the scenes to deliver personal accounts of best practices and lessons earned. Interviews with China-focused academics and journalists help to round out a thought-provoking analysis of the world's most powerful consumers.
Born under the one-child policy into a newly opened economy, Chinese youth are consumer pioneers almost by birthright. Backed by two parents and four grandparents, they are positioned to consume new cars, luxury products, and real estate much earlier than their foreign peersRead full reviews of All Eyes East: Lessons from the Front Lines of Marketing to China's.
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author mary bergstrom format hardback language english publication year 03 04 2012 subject management business economics industry subject 2 sales marketing ean 9780230120624 title all eyes east sku st 0230120628 product category books comics magazines about speedy hen ltd by continuing with this checkout and ordering from speedy hen you are accepting our current terms and conditions details of which can be found by clicking here author biography mary bergstrom founder of bergstrom trends an insi
All Eyes East: Lessons from the Front Lines of Marketing to China's Youth
All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth revealing what makes them unique from their counterparts around the world. Why are luxury consumers a decade younger in China than they are in other parts of the world - but twenty and thirty year olds collect Hello Kitty? Why do youth leapfrog technology - skipping e-mail and email - to adopt instant communications on mobile phone
All Eyes East
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All Eyes East Reviews
China's youth population is composed of 500 million under the age of 30 and is poised to play a vital role in the global economy. Until now, no one has focused on this powerful group and the strategies that succeed with them.
Born under the one-child policy into a newly opened economy, Chinese youth are consumer pioneers almost by birthright. Backed by two parents and four grandparents, they are positioned to consume new cars, luxury products, and real estate much earlier than their foreign peers. It is youth's accumulation of power that will catapult China to become the number one consumer market across too many categories to list.
In All Eyes East, author Mary Bergstrom shares years of experience studying youth and helping companies understand and better target young audiences in China. She guides readers through the stories behind the headlines to reveal the unique way that Chinese youth look at themselves and the world. Along the way, she deciphers key issues such as the phenomenon of assigning new generations every ten years (or less), the meaning and manifestations of subcultures, and the new order that has emerged as a result of the country's dramatic gender imbalance.
At each step, Bergstrom marries insight to action; explaining how and why changes have occurred, what companies have done to successfully (or not) leverage trends, and what will happen next. By interviewing leaders of brands that have operated successfully in China for decades such as Pepsi, GM, Li Ning, McDonald's, Converse, JWT, and Interbrand, Bergstrom goes behind the scenes to deliver personal accounts of best practices and lessons earned. Interviews with China-focused academics and journalists help to round out a thought-provoking analysis of the world's most powerful consumers.
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