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Consumer Behavior in Asia
Hardcover
Business GeneralInvesting & FinanceMarketing
ISBN13: 9780814781142
Publisher: New York University Press
Published: Dec 1 1998
Pages: 272
Weight: 1.26
Height: 0.87 Width: 6.40 Depth: 9.51
Language: English
Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.
Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.
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