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Go east, young man. Sell one tube of toothpaste to everyperson in China, and you will become rich. That sounds simple.However, this book tells you otherwise: China is a vast nation withgreat diversity. How people act and what they buy may differgreatly from north to south, rich to poor, young to old, suburbanto rural. Understanding Chinese consumers and marketing to themeffectively requires market segmentation - the process of dividinga total market into separate groups. This book explores Chineseconsumers by applying the geographic, demographic, andpsychographic bases typically used for segmentation decisions.Additionally, it provides insights into how segmentation can beimplemented strategically. In this very informative book, authorXiumei Liu elaborates useful guidelines on how to apply the art ofsegmentation, which enables a company to serve the right customersat the right time, with the right products and at the right price.It is of interest to international marketers, practitioners,scholars, and those seeking to understand the Chinese consumerswhile doing or intending to do business in China.

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