China CMO (SC)
Greg Paull & Goh SF
“CHINA CMO – Best Practice In Marketing Effectiveness & Efficiency” - China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald's, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas "More often than not, marketers come into China ill-prepared. But it's our business to know what we're getting ourselves into so we can roll with the punches." - June Bu, Johnson & Johnson "You can read as many books or blogs as you want, but you will never know what it means to do business in China until you come here for yourself." - Christine Xu, McDonald's China is now the world's second largest ad market; two decades ago its ranking was insignificant. CHINA CMO provides a snapshot of some of the most successful brands in the Mainland - but more importantly, this book is about the marketing leaders driving the award-winning work behind the brands. We shared discussions with seventeen CMOs from brands like Mondelez, AB InBev, and Lenovo to hear about their journeys in overcoming the challenges of the China market. This is what they have to say.