China CMO Mr Greg Paull Ms Shufen Goh 9781494481384 Books
Download As PDF : China CMO Mr Greg Paull Ms Shufen Goh 9781494481384 Books
China is, all at once, the world’s most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald’s, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas
China CMO Mr Greg Paull Ms Shufen Goh 9781494481384 Books
The notion of China as an emerging market is old news. In fact, there's evidence to suggest that this truism is on the wane, or has at least reached a plateau. Nevertheless, Greg Paull and Shufen Goh provide a solid summation of business practices in the modern Chinese marketplace, drawing primarily from the experiences of marketing officials who have been successful in the region. There may still still be companies and investors lured to China based on increasing wealth and population growth, and the authors' advice to remain flexible and adaptable in the face of cultural challenges is sound. They support their position by offering useful case studies and extensive quotes. China CMO is a workaday guide to business in China for executives new to the experience.Product details
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Tags : China CMO [Mr Greg Paull, Ms Shufen Goh] on Amazon.com. *FREE* shipping on qualifying offers. China is, all at once, the world’s most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing,Mr Greg Paull, Ms Shufen Goh,China CMO,CreateSpace Independent Publishing Platform,1494481383,BUSINESS & ECONOMICS Marketing General
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China CMO Mr Greg Paull Ms Shufen Goh 9781494481384 Books Reviews
Authors Greg Paull and Goh ShuFen subtitle this fascinating study in cultural differences and similarities in the market field with an apt phrase - `Best practice in marketing effectiveness & efficiency in the Middle Kingdom' - and it is that sense of conveying important information with a terrific sense of levity that make this book inviting to all readers.
Greg Paull and Goh ShuFen cofounded R3, an independent global marketing consultancy specializing in improving the efficiency and effectiveness of marketers and their agencies. Founded in 2002, R3 Worldwide is made up of a team of over 50 professionals based in the US, Asia Pacific, Europe, and Latin America. Using proprietary processes and tools in the areas of marketing investment and agency relations, R3 provides agency management consulting to eight of the world's top twenty marketers. Greg Paull's brand experience (respected around the world and including such giants as Coca-Cola, Samsung, Visa, Johnson & Johnson and Microsoft) and Goh ShuFen's entrepreneurial skills in marketing innovation, effectiveness, and exchange make a team that more than deserves to be in the top level of experts in writing this book. Together they provide culturally aware advice for successful marketing in China's complex and growing economy.
After introducing some of the most important CMOs in China (Chief Marketing Officer) - those in charge of Coca-Cola, Visa, Nestle, Adidas, Volkswagen, Lenovo, IKEA, Philips, Johnson & Johnson, AB InBev, Kimberly-Clark, McDonald's, Starbucks, and the Bank of Communications - the authors combine their backgrounds with the input from these CMOs and explain the unique approaches to business in China with chapters on Innovation and Insights, Hypercompetition, Marketing for Growth, People Daily (`There's no shortage of skilled labor in China, yet fining the right people is often seen as problematic.'), `A Playbook for Digital China' (partnering with consumers to build your brand online), Agency Marriages - China Style, Giving Back, and complete their book with an informative epilogue they title `The 2030 China CMO'. `China is a market where you see leapfrogging developments in every industry - things change pretty rapidly. In other markets, it could take up to 30 - 40 years to see things change, but the same change could happen in China within just ten years.'
In the authors' words, China is different in challenges, opportunities, competition, scale, media, talent, agencies and social marketing. They turn on the light to foster understanding and appreciation - and competition! Of all the many books about the Eastern marketing prowess, this book is the most complete. Grady Harp, March 14
Insightful yet easy reading, and culturally related. Highly recommended for any marketer and business starters who wants to do business in China.
Love the info-graphics!
There are multitudes of books about marketing in China, many often unfortunately promising a lot but ultimately delivering a rather shallow westernized outside-looking-in view of this complex dynamic market.
China CMO is different.
Presented in a bite-sized series of engaging war-stories and insights from the mouths of actual battle-hardened practitioners and China marketing veterans, it was easy to absorb (helped by great infographics) yet gave wonderful under-the-skin perspectives of real challenges, strategies and campaigns.
Got additional copies for my teams who cover the China market.
Highly recommended indeed !!
While China may not be the newest emerging-market anymore it is still worth a look into the business side of its marketing practices. Goh and Paull uses case studies and quotes from actual people who have worked in this market to drive home the point that doing business in China is very different from the way it is done in many western cultures. The book is written in simple language in a style that is witty with great candor. This is a book that should be read by anyone doing business on a global scale.
Many investors and corporations are still looking at China as a viable option for expansion. What Goh and Paull have done is given you a blueprint to how things actually work in the country. Doing business in a foreign country can be tricky especially a country that mixes tradition and business. They use stories from business people who are already in the thick of it to show the reader what to expect when dealing with the heads of companies and the people.
Overall it is a well written book with humor and plenty of insight into the practicalities of doing business in China. Even the lay person will learn something from reading this book.
With China on the rise as a place to do business Americans are wondering how, when, why and what should they get involved with in regards to China. My brother-in-law ended up doing some business in China and it caught my attention, how did he get the job, who did he know, etc. etc.
This little book was a treasure trove of thoughts and ideas about the emerging marketplace that is China. It is a quick read and thoughtful. I learned a bunch and was grateful for the chance to become acquainted with the work.
I was asked to review this book, so it is not something I went looking for, but i found it interesting and well written and enjoyed it very much.
The notion of China as an emerging market is old news. In fact, there's evidence to suggest that this truism is on the wane, or has at least reached a plateau. Nevertheless, Greg Paull and Shufen Goh provide a solid summation of business practices in the modern Chinese marketplace, drawing primarily from the experiences of marketing officials who have been successful in the region. There may still still be companies and investors lured to China based on increasing wealth and population growth, and the authors' advice to remain flexible and adaptable in the face of cultural challenges is sound. They support their position by offering useful case studies and extensive quotes. China CMO is a workaday guide to business in China for executives new to the experience.
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