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Marketing Management in Asia
Paperback
Series: Routledge Studies in International Business and the World Ec
ISBN13: 9781138959781
Publisher: Routledge
Published: Sep 3 2015
Pages: 196
Weight: 0.70
Height: 0.50 Width: 6.00 Depth: 9.00
Language: English
Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world's largest markets plus many emergent markets as well. Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.
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