Amazon.com: Customer Reviews: All Eyes East: Lessons from the Front Lines of Marketing to China's Youth
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on April 13, 2012
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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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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on May 8, 2012
"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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on September 21, 2012
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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