A thoughtful, serviceable guide for corporate success.

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China CMO

BEST PRACTICE IN MARKETING EFFECTIVENESS & EFFICIENCY IN THE MIDDLE KINGDOM

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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Analyzing his craft, a careful craftsman urges with Thoreauvian conviction that writers should simplify, simplify, simplify.

SEVERAL SHORT SENTENCES ABOUT WRITING

New York Times columnist and editorial board member delivers a slim book for aspiring writers, offering saws and sense, wisdom and waggery, biases and biting sarcasm.

Klinkenborg (Timothy; or, Notes of an Abject Reptile, 2006), who’s taught for decades, endeavors to keep things simple in his prose, and he urges other writers to do the same. (Note: He despises abuses of the word as, as he continually reminds readers.) In the early sections, the author ignores traditional paragraphing so that the text resembles a long free-verse poem. He urges readers to use short, clear sentences and to make sure each one is healthy before moving on; notes that it’s acceptable to start sentences with and and but; sees benefits in diagramming sentences; stresses that all writing is revision; periodically blasts the formulaic writing that many (most?) students learn in school; argues that knowing where you’re headed before you begin might be good for a vacation, but not for a piece of writing; and believes that writers must trust readers more, and trust themselves. Most of Klinkenborg’s advice is neither radical nor especially profound (“Turn to the poets. / Learn from them”), and the text suffers from a corrosive fallacy: that if his strategies work for him they will work for all. The final fifth of the text includes some passages from writers he admires (McPhee, Oates, Cheever) and some of his students’ awkward sentences, which he treats analytically but sometimes with a surprising sarcasm that veers near meanness. He includes examples of students’ dangling modifiers, malapropisms, errors of pronoun agreement, wordiness and other mistakes.

Analyzing his craft, a careful craftsman urges with Thoreauvian conviction that writers should simplify, simplify, simplify.

Pub Date: Aug. 7, 2012

ISBN: 978-0-307-26634-7

Page Count: 224

Publisher: Knopf

Review Posted Online: May 14, 2012

Kirkus Reviews Issue: June 15, 2012

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MOMOFUKU MILK BAR

With this detailed, versatile cookbook, readers can finally make Momofuku Milk Bar’s inventive, decadent desserts at home, or see what they’ve been missing.

In this successor to the Momofuku cookbook, Momofuku Milk Bar’s pastry chef hands over the keys to the restaurant group’s snack-food–based treats, which have had people lining up outside the door of the Manhattan bakery since it opened. The James Beard Award–nominated Tosi spares no detail, providing origin stories for her popular cookies, pies and ice-cream flavors. The recipes are meticulously outlined, with added tips on how to experiment with their format. After “understanding how we laid out this cookbook…you will be one of us,” writes the author. Still, it’s a bit more sophisticated than the typical Betty Crocker fare. In addition to a healthy stock of pretzels, cornflakes and, of course, milk powder, some recipes require readers to have feuilletine and citric acid handy, to perfect the art of quenelling. Acolytes should invest in a scale, thanks to Tosi’s preference of grams (“freedom measurements,” as the friendlier cups and spoons are called, are provided, but heavily frowned upon)—though it’s hard to be too pretentious when one of your main ingredients is Fruity Pebbles. A refreshing, youthful cookbook that will have readers happily indulging in a rising pastry-chef star’s widely appealing treats.    

 

Pub Date: Oct. 25, 2011

ISBN: 978-0-307-72049-8

Page Count: 256

Publisher: Clarkson Potter

Review Posted Online: Jan. 13, 2012

Kirkus Reviews Issue: Oct. 15, 2011

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