New book, China CMO, provides insider learnings and insights about marketing in China

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ChinaCMO.jpgChina’s marketing leaders are not merely facing the same set of challenges as their global counterparts. Besides the steep learning curve brought on by new media and the ever-present pressure to deliver instant return-on-investment, the diverse makeup of the Mainland presents yet another piece to the puzzle. For the first time, a new book shares behind-the-scenes learnings and best practice about China’s marketing campaigns. Voices from global brands such as Starbucks, McDonald’s, Adidas and Ikea provide an in-depth look at how businesses go about winning the hearts and minds of consumers in China

Co-authored by the Principals of global marketing consultancy R3, China CMO provides, for the first time, a behind-the-scenes, right-from-the-horses’-mouth look at the real and successful ways that brands and businesses in China can win in their marketing in ways that directly impact their bottom line.

In-depth, one-on-one interviews with sixteen marketing leaders of global brands were conducted in end 2012, with their results distilled and shared in China CMO. Details behind marketing campaigns, trends and best practices as well as actual case studies provide the answers to three fundamental challenges in the marketing arena: engaging consumers, building brand equity, and identifying opportunities for business growth.

Greg Paull, Founder and Principal, R3 says: “China’s marketing leaders are not merely facing the same set of challenges as their global counterparts. In addition to the steep learning curve brought on by new media and the ever-present pressure to deliver instant return-on-investment, the diverse makeup of the Mainland presents yet another piece to the puzzle.”

“In a country of 292 living languages, 56 ethnic groups, and 34 province-level administrative units in China, including 4 municipalities as well as 22 provinces, marketeers in this market must go above and beyond their tried-and-tested traditional approaches to engage China’s consumers and inspire brand equity,” adds Shufen Goh, Founder and Principal, R3.

For more information about the book including how to buy, please visit the website.