Title: Billions

Selling to the New Chinese Consumer

 

Author: Tom Doctoroff

Host: Clyde Warden

A popular book that I really wanted to hate. Well, it turned out Doctoroff has some good insights, clearly based on solid research and years of practice.

For the researcher, there is not much here on methodology, but one can see the underlying research. Doctoroff spends his time taking the research, he clearly has valued, and summing it up into little nuggets. A bit long on historical linkages (not sure how valid this type of analysis is), but strong on linking underlying values with marketing campaigns.

The Show:

Length: 11 minutes 45 seconds. Download MP3 5.5MB (Right click->Save As).