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BOOK EXCERPT: When product benefits are externalised, brands are a means to an end
Jun 28, 2012
Tom Doctoroff

BOOK EXCERPT: When product benefits are externalised, brands are a means to an end

The author of 'What Chinese Want' details how the Chinese worldview influences consumer choices. In the book excerpt below, he explains why cars and luxury goods are growing so quickly despite extremely high out-of-pocket costs.

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