A thoughtful, serviceable guide for corporate success.

READ REVIEW

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

Did you like this book?

No Comments Yet

SLEEPERS

An extraordinary true tale of torment, retribution, and loyalty that's irresistibly readable in spite of its intrusively melodramatic prose. Starting out with calculated, movie-ready anecdotes about his boyhood gang, Carcaterra's memoir takes a hairpin turn into horror and then changes tack once more to relate grippingly what must be one of the most outrageous confidence schemes ever perpetrated. Growing up in New York's Hell's Kitchen in the 1960s, former New York Daily News reporter Carcaterra (A Safe Place, 1993) had three close friends with whom he played stickball, bedeviled nuns, and ran errands for the neighborhood Mob boss. All this is recalled through a dripping mist of nostalgia; the streetcorner banter is as stilted and coy as a late Bowery Boys film. But a third of the way in, the story suddenly takes off: In 1967 the four friends seriously injured a man when they more or less unintentionally rolled a hot-dog cart down the steps of a subway entrance. The boys, aged 11 to 14, were packed off to an upstate New York reformatory so brutal it makes Sing Sing sound like Sunnybrook Farm. The guards continually raped and beat them, at one point tossing all of them into solitary confinement, where rats gnawed at their wounds and the menu consisted of oatmeal soaked in urine. Two of Carcaterra's friends were dehumanized by their year upstate, eventually becoming prominent gangsters. In 1980, they happened upon the former guard who had been their principal torturer and shot him dead. The book's stunning denouement concerns the successful plot devised by the author and his third friend, now a Manhattan assistant DA, to free the two killers and to exact revenge against the remaining ex-guards who had scarred their lives so irrevocably. Carcaterra has run a moral and emotional gauntlet, and the resulting book, despite its flaws, is disturbing and hard to forget. (Film rights to Propaganda; author tour)

Pub Date: July 10, 1995

ISBN: 0-345-39606-5

Page Count: 432

Publisher: Ballantine

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: May 1, 1995

Did you like this book?

No Comments Yet

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

Did you like this book?

No Comments Yet
more