The Chinese city where famous paintings are faked, the chicken sandwich that introduced McDonald’s to the Indian subcontinent, a successful advertising campaign for a beer that does not even exist… These and much more peculiar, funny and extremely relevant stories help to define the development of marketing in the Asian continent: a new frontier, where absolutely nothing that has been accepted in the West for years, can be given for granted. Where the American established giants of advertising had to turn their logics upside down, and redesign any approaches to meanings and trends, to find the right key to the market.. Just Doing It – The New Asian Century is the spontaneous prosecution of the first book abut the 100 personalities in the world who have changed the history of Advertising: two lively, engaging books, addressed both to professionals (as Pia Elliot) and the curios ones.
