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All Eyes East: Lessons from the Front Lines of Marketing to China's Youth Hardcover – March 27, 2012

ISBN-13: 978-0230120624 ISBN-10: 0230120628

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Product Details

  • Hardcover: 256 pages
  • Publisher: Palgrave Macmillan (March 27, 2012)
  • Language: English
  • ISBN-10: 0230120628
  • ISBN-13: 978-0230120624
  • Product Dimensions: 9.4 x 6.3 x 0.8 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,287,588 in Books (See Top 100 in Books)

Editorial Reviews

Review

"All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration." - Tom Doctoroff, author of Billions and What Chinese Want

"There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here." - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac

"A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012." - Ian Stewart, Asia Pacific Marketing Director for Converse

"Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book." - Arlene Ang, CEO, Digital, Omnicom Media Group China

"Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a solid and distinctive insight for any serious scholar of integrative marketing." - Dr. Anbin Shi, Professor and Associate Dean, School of Journalism and Communication, Tsinghua University, Beijing

About the Author

Mary Bergstrom is the founder of the Bergstrom Group, a consumer insights and trends consultancy that helps global brands understand and connect with Chinese consumers. She has been featured by media including NPR's Marketplace; The Associated Press; Ad Age; Marketwatch; and Women's Wear Daily. Bergstrom leads consumer studies and provides executive trainings for organizations including Omnicom, Bosch, the American Chamber of Commerce, and LVMH.


More About the Author

Mary Bergstrom is the founder of The Bergstrom Group, a consumer insights and trends consultancy based in Shanghai. Since 2006, she has developed bespoke consumer studies and trained brands on how to leverage trends. She has been featured by media including Ad Age, Women's Wear Daily, Associated Press, and American Public Media. She works with a variety of marketing agencies and brands to understand and target Chinese consumers.

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By overmast on May 8, 2012
Format: Hardcover Verified Purchase
"The Chinese consumer market is really only a single generation old. (...) So this whole idea of marketing and consumption is very, very new and the rules are yet to be written."

(extract from an interview between M. Bergstrom and T. Minges)

The above says it all.

At present there's very little literature about the fast-evolving chinese society. This book provides a broad perspective on the different generations with their particular attitudes, and combines this with detailed and recent case materials.

Even after having lived 5 years in China, this book provided new and deeper insights.
Highly recommended, and a must for anyone who wants to learn anything about marketing & branding in China.

Olivier
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1 of 1 people found the following review helpful By Amazon Customer on April 13, 2012
Format: Hardcover Verified Purchase
If you are just trying to get your head around the China of today you're already too far behind. It is the China of tomorrow that global business and brands need to be focusing on and Bergstrom's book provides an in-depth look at the generation that will be driving that China. You could live in China for years and still not uncover and understand all the valuable nuances which she unearths and articulates in All Eye East. My copy is already earmarked with at least 30 post-its full of ideas inspired by the book to help my clients market with more impact.
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By Kate on September 21, 2012
Format: Hardcover Verified Purchase
I'm so surprised by this book on many levels. How cool that Bergstrom writes about youth from a place of respect. I was so impressed by this. So many small, subtle details that you couldn't pick up unless you were there. I'm so glad I have this book. I can see how it's possible to do business now.
Kate
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Format: Hardcover
Marketing your products or services in China can be baffling. Westerners and East Asians, including the Chinese, perceive reality differently from each other. This makes it difficult for Westerners to execute a campaign or commercial that hooks Chinese consumers. Messages that appeal to one group of consumption-oriented young Chinese will likely alienate another group. Shanghai-based consultant Mary Bergstrom expertly scrutinizes China's young people, mapping their likes, dislikes, motivations and aspirations - everything Western firms must know to market to this vast audience. getAbstract recommends Bergstrom's often surprising advice to those who want to sell in China or learn more about the moneyed youth of the Middle Kingdom.
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