The last word from the east: China's conspicuous consumption

In China, there is a growing trend for inconspicuous consumption as the market grows more sophisticated.

The last word from the east: China's conspicuous consumption

Barney LoehnisOgilvy & Mather

The role of the marketer is more than a director who brings many players to act in co-ordination; more than even a conductor orchestrating harmonies in real time; the role is that of a circus ringmaster who has the master plan; has crafted the content sequenced in cadences; and manages the performance, wrestling then ceding control to the actors and audiences. Their success depends on their ability to keep the performance in balance without interrupting the flow; and on their ability to exert influence without robbing...

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