By Mary Bergstrom
Palgrave Macmillan, $28.00, 237 pages

China has changed as a market for those looking for new frontiers. All Eyes East looks at how China has changed as a potential market over the last few decades as a number of societal changes have rocked the country, specifically the new financial power of women and the limit of one child, as well as the influx of foreign capital. Because of these changes, those born from 1980 forward have unprecedented financial power and are not afraid to use it. This has made for some very interesting changes in a culture unused to change.

From a marketer’s perspective this book is a great read; it looks at not only how the country has been changed, but how those marketing to it have had to make their own changes in order to succeed. What is really interesting is how it compares Eastern versus Western thought, and how the two look at things from entirely different perspectives and how China looks at things even more differently than other Eastern countries. For someone looking to market in China, or just interested in how China thinks, this makes for an incredible read.

Reviewed by Jamais Jochim

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