China has long been a Holy Grail in the minds of American and European business people, a vast sea of consumers ready to snap up their products.However, only in the last few years has the Chinese market started to pay off for Western companies,and Bi//ions is the guide needed to make the most of their attempts to tap it.

Acknowledgments

List of Illustrations

Foreword

Introduction: The Extraordinary Chinese

       PART I. CHINESE CULTURE AND BUYER MOTIVATIONS

Chapter 1: Big Dreams, Small Potatoes:

      The Motivations of China's New Middle Class

Chapter 2: Dreams and Disasters: China's Mass Market Mindset

Chapter 3: Balancing Half the Sky: What Chinese Women Want

Chapter 4: The Mind of Chinese Men: The Anxiety of Disorientation

Chapter 5: Conformist Individualism and Chinese Youth

Chapter 6: The "Chineseness" of the Mainland

      versus Kong Kong and Taiwan

     PART II. THE FUNDAMENTALS OF RELEVANT CHINA STRATEGIES

Chapter 7: Soft Touch and Hard Cash:

      The Iron Link between Insight and Profit

Chapter 8: The Brand Vision: The Soul of the Machine

Chapter 9: Portfolio Management in the PRC:

      How and When to Extend a Brand

Chapter 10: Anticipating the Peculiarities

      of the China's Media Scene

Chapter 11: How to Leverage the Glory of Beijing 2008

    PART III. ON THE GROUND LESSONS: WINNING AND LOSING IN CHINA

Chapter 12: Into the Shallow End: Ten Easy Tips for Good China Ads

Chapter 13: Missing the Point:

      Why Multinational Corporations Fail in China

Chapter 14: Culture, Corporate Structure,

      and the Elusive Power of Local Brands

Chapter 15: Chinese Consumers, Chinese Brands,

      and the MNC Learning Curve

Chapter 16: Chinese Cultural Relativism and Global Branding

Index