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China CMO

BEST PRACTICE IN MARKETING EFFECTIVENESS & EFFICIENCY IN THE MIDDLE KINGDOM

A thoughtful, serviceable guide for corporate success.

Awards & Accolades

Our Verdict

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Co-founders of a global consulting firm present authoritative, culturally aware advice for successful marketing in China’s complex and growing economy.

Paull and ShuFen’s debut targets Western corporate types with capital to invest, but the accessible, conversational style makes it a compelling read for anyone interested in marketing and culture. The authors’ team conducted face-to-face interviews with 17 top chief marketing officers in China, and the book begins with profiles (and color pictures) of each of these “visionaries behind the brands,” including Coca-Cola’s Stephen Drummond, Camilla Hammar of IKEA, and Christine Xu, the first mainland Chinese to hold McDonald’s CMO position in China. Lively chapters contain hands-on advice concerning best practices—how to build a brand around the Chinese (and not the Western) consumer—and emerging trends to watch, like China’s changing demographics or the decline of foreign brand appeal. Specific case studies are also showcased, such as how Starbucks became a hit in a noncoffee culture by emphasizing national holidays and using less sugar in treats to please the Chinese palate. The key to building brand success in this very competitive market, write the authors, is to humbly learn Chinese values and vernacular; for example, health care in China means living a healthy lifestyle, as preventive doctor visits aren’t generally part of the culture. The guide includes memorable examples of smart cultural marketing: e.g., Johnson’s Baby company’s “Spare Space, Spread Love” initiative. When Chinese moms complained about lack of space for pumping breast milk at work, Johnson’s Baby designed reusable tags—complete with its company logo—to hang on any workplace door as a signal that Mom needs privacy for pumping. Likewise, Coca-Cola capitalized on growing Chinese pride when it garnered government approval to participate in the Beijing Olympics’ torch ceremony (and pass out soft-drink samples). Chinese values are not about the individual, write the authors, so an “individual hero” would not do well in a Chinese advertisement; however, China is a diverse nation of regions and languages, and companies should not treat it as a homogenous market.

A thoughtful, serviceable guide for corporate success.

Pub Date: June 14, 2013

ISBN: 978-9881554239

Page Count: 350

Publisher: Typhoon Media Ltd.

Review Posted Online: July 11, 2013

Kirkus Reviews Issue: Aug. 15, 2013

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NUTCRACKER

This is not the Nutcracker sweet, as passed on by Tchaikovsky and Marius Petipa. No, this is the original Hoffmann tale of 1816, in which the froth of Christmas revelry occasionally parts to let the dark underside of childhood fantasies and fears peek through. The boundaries between dream and reality fade, just as Godfather Drosselmeier, the Nutcracker's creator, is seen as alternately sinister and jolly. And Italian artist Roberto Innocenti gives an errily realistic air to Marie's dreams, in richly detailed illustrations touched by a mysterious light. A beautiful version of this classic tale, which will captivate adults and children alike. (Nutcracker; $35.00; Oct. 28, 1996; 136 pp.; 0-15-100227-4)

Pub Date: Oct. 28, 1996

ISBN: 0-15-100227-4

Page Count: 136

Publisher: Harcourt

Review Posted Online: May 19, 2010

Kirkus Reviews Issue: Aug. 15, 1996

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TO THE ONE I LOVE THE BEST

EPISODES FROM THE LIFE OF LADY MENDL (ELSIE DE WOLFE)

An extravaganza in Bemelmans' inimitable vein, but written almost dead pan, with sly, amusing, sometimes biting undertones, breaking through. For Bemelmans was "the man who came to cocktails". And his hostess was Lady Mendl (Elsie de Wolfe), arbiter of American decorating taste over a generation. Lady Mendl was an incredible person,- self-made in proper American tradition on the one hand, for she had been haunted by the poverty of her childhood, and the years of struggle up from its ugliness,- until she became synonymous with the exotic, exquisite, worshipper at beauty's whrine. Bemelmans draws a portrait in extremes, through apt descriptions, through hilarious anecdote, through surprisingly sympathetic and understanding bits of appreciation. The scene shifts from Hollywood to the home she loved the best in Versailles. One meets in passing a vast roster of famous figures of the international and artistic set. And always one feels Bemelmans, slightly offstage, observing, recording, commenting, illustrated.

Pub Date: Feb. 23, 1955

ISBN: 0670717797

Page Count: -

Publisher: Viking

Review Posted Online: Oct. 25, 2011

Kirkus Reviews Issue: Feb. 1, 1955

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