Consumer Behaviour in Asia (Innbundet)

Serie: International Marketing 

Forfatter:

og

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Forfatter: og
Innbinding: Innbundet
Utgivelsesår: 1998
Antall sider: 275
Forlag: Palgrave Macmillan
Språk: Engelsk
Serie: International Marketing
ISBN/EAN: 9780333736258
Omtale Consumer Behaviour in Asia
Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.

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