Introduction : the extraordinary Chinese
Ch. 1. Big dreams, small potatoes : the motivations of China s new middle class
Ch. 2. Dreams and disasters : China s mass market mindset
Ch. 3. Balancing half the sky : what Chinese women want
Ch. 4. The mind of Chinese men : the anxiety of disorientation
Ch. 5. Conformist individualism and Chinese youth
Ch. 6. The "Chineseness" of the mainland : versus Hong Kong and Taiwan
Ch. 7. Soft touch and hard cash : the iron link between insight and profit
Ch. 8. The brand vision : the soul of the machine
Ch. 9. Portfolio management in the PRC : how and when to extend a brand
Ch. 10. Anticipating the peculiarities of the China s media scene
Ch. 11. How to leverage the glory of Beijing 2008
Ch. 12. Into the shallow end : ten easy tips for good China ads
Ch. 13. Missing the point : why multinational corporations fail in China
Ch. 14. Culture, corporate structure, and the elusive power of local brands
Ch. 15. Chinese consumers, Chinese brands, and the MNC learning curve
Ch. 16. Chinese cultural relativism and global branding.
