What Chinese Want author Doctoroff is advertising agency J Walter Thompson (JWT)’s man in China. He has been there since the mid-1990s and so has had the time and access to agency resources to try and make sense of Chinese culture and how it pertains to consumer behaviour.
Doctoroff provides a good introduction to Chinese culture. As a marketer who has worked in China, the book content rang true.
I found some of the campaigns Doctoroff references really interesting. He illustrates each of the points that he makes with case studies and isn’t shy of pointing out where mistakes were made and how approaches were tweaked.
I read some of the reviews on Amazon and thought them a bit harsh. The reviewers don’t seem to have on the ground experience in China. Having been in the trenches, I would recommend What Chinese Want as a good informative read. More China related content here.