SHANGHAI — American-born, China-based advertising supremo Tom Doctoroff’s new book, “What Chinese Want,” promises to lift the lid on the mysteries of the Chinese consumer and explain why companies should not assume that development automatically equals Westernization.
Sitting down with WWD in his spacious office on the JWT floor of a high-rise in downtown Shanghai, Doctoroff’s enthusiasm for his subject matter is apparent. Gesticulating while he explains its subject matter, with any pauses for breath imperceptible to the human ear, Doctoroff has ambitions for his second book that are vast and wide-ranging.
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