Tom Doctoroff is een vooraanstaand reclameprofessional met uitgebreide ervaring in Azië, met name in China. Zijn werk richt zich op interculturele merkcreatie en -management, ondersteund door een diepgaand begrip van de Chinese consumentenpsychologie. Doctoroff is een frequente media-commentator en een veelgevraagd keynote spreker op internationale conferenties. Zijn boeken verkennen marketing- en merkstrategieën, bieden inzichten in het bereiken van wereldwijde consumenten, vooral op Aziatische markten, en pleiten voor een terugkeer naar de fundamentele principes van merkmarketing.
Drawing on two decades of experience, the author delves into the complexities of contemporary China, revealing the cultural, political, and economic dynamics that influence its society. This insightful examination provides valuable implications for businesspeople, marketers, and entrepreneurs looking to understand and engage with the Chinese market in the twenty-first century.
This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer. Uncovers the core drivers of behaviour and preference in key market segments, provides tools to help harness the power of insight into consumers' motivations in the Chinese market, and reveals the pitfalls into which multinationals often fall
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy , Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.