title: Billions: Selling to the New Chinese Consumer
author:  Tom Doctoroff 
description: Narrower than the title suggests, this book covers only the branding of consumer items through print and television campaigns. There's no discussion of marketing, pricing, distribution or product design, nor media other than print and television, nor niche or wholesale sales. Doctoroff, who worked in China for 11 years with JWT, one of the region's largest advertising firms, believes that "quantitative research... is incapable of unearthing... an epiphany that elucidates buying behavior" and that "data are coldly empirical" while "insights... are alive." Most of his book, therefore, consists of "insights": qualitative impressions of mass campaigns, mostly by multinational companies selling consumer goods. Doctoroff's analysis of these ad campaigns focuses not on their immediate sales benefit but on their contribution to a valuable brand image. Along the way, he dispenses anecdotes and advice on such topics as how to choose a name that works well in China and how to deal with government censors. This unfocused approach reduces the book's value as a how-to manual, but it does make it easy to read. This is a painless way to pick up the benefit of the author's long experience, along with many stimulating facts. <i>(Jan.)</i> <br />Copyright  Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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  MONDAY, DECEMBER 2, 2019 ~ VOL. CCLXXIV NO. 130
  WSJ.com
  HHHH $4.00
  At a Target store in Brook-
  lyn, stacks of televisions and
  toys awaited the rush of the
  weekend’s holiday shoppers.
  Hours after the store opened, it
  was calm.
  More frantic were the Target
  workers pushing carts through
  aisles to collect products or-
  dered online by shoppers for
  home delivery or pickup.
  Retailers are racing to adapt
  to a world where shopper be-
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  Huawei
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  Phones
  Without
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  Chinese tech giant
  sidesteps Washington
  ban, but the company
  still lacks Google apps
  BY MIRIAM GOTTFRIED
  U.S.-led global order,” said Erica
  Downs, a Columbia University
  fellow and former CIA energy
  analyst.
  Presidents Vladimir Putin
  and Xi Jinping will lead the
  opening ceremony of the pipe-
  line via video links. Mr. Xi has
  described the Russian leader 