Consumer Behaviour in Asia (Innbundet)

Serie: International Marketing 



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Forfatter: og
Innbinding: Innbundet
Utgivelsesår: 1998
Antall sider: 287
Forlag: Palgrave Macmillan
Språk: Engelsk
Serie: International Marketing
ISBN/EAN: 9780333736258
Omtale Consumer Behaviour in Asia
Understanding and effectively marketing within Asia is vital to many firms' global expansion and success. Yet many marketing strategies are based on a western perspective of what consumers want and respond to. In this work, the authors argue that Asian cultures and Western cultures are distinctly different along many fundamental underlying cultural dimensions. This difference means that Asian consumer behaviour is distinct and that the applicability to Asian consumers of existing consumer behaviour concepts should be re-evaluated. In this book, the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. They show 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. This book should be of interest to: Western managers of companies marketing consumer products in Asia; MBA students studying a course in consumer behaviour and/or international business; and academics and researchers in the field of consumer behaviour and/or Asia-Pacific.

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