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OverviewThis book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author’s first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years. Full Product DetailsAuthor: Ashok SethiPublisher: Springer Verlag, Singapore Imprint: Springer Verlag, Singapore Edition: Softcover reprint of the original 1st ed. 2019 Dimensions: Width: 14.80cm , Height: 1.30cm , Length: 21.00cm Weight: 0.454kg ISBN: 9789811342929ISBN 10: 981134292 Pages: 230 Publication Date: 21 December 2018 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of Contents1. Introduction: The Yin and the Yang of the Chinese Consumers.2. The Mega Forces.3. Digital China.4. Key Segments of Chinese consumers.5. Key Industries for Future Growth.6. Luxury with Chinese Characteristics.7. Looking into the Chinese Consumer Mind.8. Branding in China.9. The Changing Marketing Game.10. Looking Ahead11. Illustrative Consumer Portraits.ReviewsAuthor InformationAshok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers. Tab Content 6Author Website:Countries AvailableAll regions |
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