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Item Details
| Title:
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CONSUMER BEHAVIOUR IN ASIA
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| By: |
Hellmut Schutte, Deanna Ciarlante |
| Format: |
Hardback |
| List price:
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£81.00 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
0333736257 |
| ISBN 13: |
9780333736258 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
18 June, 1998 |
| Series: |
International Marketing |
| Pages: |
287 |
| Description: |
Argues that the applicability of "western" consumer behaviour concepts to Asian consumers should be re-evaluated. The authors propose modifications to the accepted consumer behaviour concepts, showing how firms need to modify their marketing strategies in areas such as segmentation and positioning. |
| Synopsis: |
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. |
| Illustrations: |
biography |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Returnable |
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