What Chinese want: culture, communism, and China's modern consumer

Pt. 1, The Chinese worldview:

Modern Middle Kingdom: old pipes, new palace.

Pt. 2, Top down: doing business in China:

Anta and always: an introduction to Chinese business

The rise of Chinese brands: a distant dream

Brand management in China: three golden rules

Chinese recession tactics: how marketers can win during a downturn

The Chinese boardroom: face and fear

Tycoon Tang Jun's lost face: a Chinese business tragedy

Managing China: stimulating creativity in a sea of convention

Winning designs in China: standing out to fit in

Digital China: liberated consumers. constricted corporations

E-commerce in China: patriarchal benevolence

Illegal DVDs: why piracy is here to stay

The business of advertising in China: incremental progress, no breakthroughs.

Pt. 3, The new, old Chinese consumer:

Barbie, Starbucks, and COFCO: an introduction to Chinese consumerism

The new middle class: constants and variables

China's lower-tier cities: brighter eyes, bigger markets

China's booming luxury market: gold mine or landmine?

Car-crazy China: where ego and anxiety collide

China's senior market: gray today, golden tomorrow

China's ambivalent tiger moms: when in Rome...

Young digital lives: a parallel universe of ambitious release

The Chinese and food: survival and success.

Pt. 4, Chinese society:

Family and country and me: an introduction to Chinese society

Codependence: China's middle class and the Communist Party

The long, long march: civil society in China; The Sichuan earthquake aftermath: forging a new civil society?; China's dairy scandal: two steps back

Life in Shanghai's lanes: a community affair

A day at the Shanghai zoo: families in action

Christmas in China: universal release, transactional gain

Ritualistic observation: the dark matter of Chinese civilization

Sex in China: prudence and prurience.

Pt. 5, China and the world:

Icons and identity: an introduction to China's engagement with the world

China's worldview: don't rock our boat

How China sees America: dangerous love

The Obama brand in China: beware of cool cat; Standing up in China; Dealing with dissenters: pragmatism, not passion

The Beijing Olympics and Shanghai Expo: party power plays; The torch relay: friend or foe, China perseveres; At the opening ceremony: China reveals its soul; Shanghai's World Expo: an internal affair

China and its neighbors: colleagues, not friends; Japan and China: contrasting response to the financial crisis; Japan and China: contrasting response to natural disaster; A note on South Korea; China and India: a match made in heaven?

Pt. 6, Epilogue:

The myths of modern China:

Myth 1: Popular anger means the party's power is weakening

Myth 2: American-style individualism is taking root

Myth 3: Contemporary Chinese have no beliefs

Myth 4: The internet will revolutionize China

Myth 5: The Chinese market is, like Europe, many countries

Myth 6: The Chinese consumer is inscrutable

Myth 7: The Chinese growth model is in critical danger

Myth 8: China Inc. will eat America's lunch

Myth 9: China is the twenty-first century superpower

Myth 10: China is militarily aggressive.