Tom Doctoroff è un professionista della pubblicità di spicco con una vasta esperienza in Asia, in particolare in Cina. Il suo lavoro si concentra sulla costruzione e gestione di marchi interculturali, supportato da una profonda comprensione della psicologia dei consumatori cinesi. Doctoroff è un commentatore mediatico frequente e un oratore principale molto richiesto alle conferenze internazionali. I suoi libri esplorano la strategia di marketing e di marca, offrendo spunti per raggiungere i consumatori globali, specialmente nei mercati asiatici, e promuovendo un ritorno ai principi fondamentali del marketing di marca.
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.