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400 Million Customers Paperback – March 18, 2008

by Carl Crow (Author), G Sapojnikoff (Illustrator)

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Carl Crow (1884-1945) was a Missouri-born businessman and author who opened the first Western advertising agency in Shanghai, China, which he ran for more than 25 years. In the 1930s and 1940s, Crow wrote 13 books, including his most popular work 400 Million Customers (1937). Crow was also founding editor of the Shanghai Evening Post. In China, - a shopkeeper chooses his employees not for their intelligence, industry and honesty, but because they are members of important and influential families whose trade the shopkeeper desires; the women will not accept, even as a gift, a packet of assorted needles; orthodox poker is played as it was played in Texas thirty years ago; a man likes to conduct his business in the open so that every passer-by may see and comment upon his industry; an empty beer bottle is counted a precious gift.... The pages of this candid and hilarious book are crowded with these and thousands of other diverting facts which Carl Crow had the opportunity to gather through his more than twenty-five years in China as newspaper correspondent and advertising man. Brought up to date by the author before his death, this is a book of endless delight and rich human wisdom, a book that brings you valuable knowledge of a great people.

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One Billion Customers: Lessons from the Front Lines of Doing Business in China by James McGregor Paperback $10.98
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Paperback: 276 pages
Publisher: Soul Care Publishing (March 18, 2008)
Language: English
ISBN-10: 0968045901
ISBN-13: 978-0968045909
Product Dimensions: 6 x 0.6 x 9 inches
Shipping Weight: 13.4 ounces (View shipping rates and policies)
Average Customer Review: 5 customer reviews
Amazon Best Sellers Rank: #2,522,908 in Books (See Top 100 in Books)
- #260 in Books > Travel > Specialty Travel > Business Travel
- #1282 in Books > Travel > Asia > China > General
- #7984 in Books > Business & Money > International

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Yangsian

1920s Shanghai vignettes

December 23, 2014

Format: PaperbackVerified Purchase

Very observant author. Easy to read, entertaining.

One person found this helpful

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July 25, 2017

Format: Kindle EditionVerified Purchase

An excellent book worth reading. A wonderful insight to how business was done in China in the 1930's.

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Still St. Leigh

A longtime favorite read

June 21, 2014

Format: Paperback

I have waited patiently for this wonderful book to be reprinted.

Carl Crow opened an advertising agency in Shanghai in the 1920's. This charming book tells the tale. He learned much about China, the pragmatic take on human nature the Chinese enjoy, and the folly of American companies whose determination to "take the Chinese market by storm" always left him with sadder but wiser clients, who -- oh, dream of every agency anywhere in the world -- actually listened to him.

Crow is the best of company, and his observations are timeless. The book will linger with you.

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Dr. Lois Bitner Olson

Classic Problems Doing Business in China

July 4, 2004

Format: Paperback

For anyone who has studied China in advance of doing business there since Deng took his tour of the south and suggested to be rich is glorious or who has already ventured into the Chinese market, Crow's 65-year old story is reassuring. Everything in China has changed and nothing has changed. Perhaps the greatest lesson is that China changes but VERY slowly.
Crow's insight into China and especially Shanghai "before Liberation" provides wonderful stories of how to develop ads and merchandising tactics, deal with Chinese customers, and keep on laughing. If you have ever read any other book about the Chinese market, it invariably cited Crow. Now, go to the primary source. It is somewhat frustrating to know he dealt with the same issues with which we deal now, but it is also reassuring to know that he did encounter similar problems. It makes forecasting in China a bit easier.

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J. Novak

A glimpse into China's past

February 14, 2006

Format: Paperback

This book offers a wonderful reflection of life, business and Chinese culture from a period before the second world war. For those who have been to Shanghai or other parts of China you can close your eyes and make more sense of the experience through the eyes of Carl Crow. For those who are planning a trip to China this book offers some cultural perspective and preparation for your travels. Irrespective of your reasons for studying or visiting China, this book is a sentimental must-have for any China library.

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