Consumer Behaviour in Asia (International Marketing) - Hardcover

Schütte, Hellmut; Ciarlante, Deanna

 
9780333736258: Consumer Behaviour in Asia (International Marketing)
Hardcover
ISBN 10: 0333736257 ISBN 13: 9780333736258
Verlag: Palgrave Macmillan, 1998

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

HELLMUT SCHUTTE is a professor of International Management at INSEAD and represents core faculty at INSEAD's Euro-Asia Centre. He started his career in Asia marketing fast moving consumer goods for a British-Dutch multinational in Indonesia. He also lived and worked in the Philippines and was a visiting professor at the University of Tokyo. Schutte has conducted research, acted as a consultant, and taught management seminars for both Asian and Western managers in ten Asian countries.

DEANNA CIARLANTE was born in the USA, but spent most of her ten years as a young adult in Japan. After graduating from Duke University, she spent five years in New York working with Japanese financial institutions.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Palgrave Macmillan
Erscheinungsdatum
1998
Sprache
Englisch
ISBN 10 
0333736257
ISBN 13 
9780333736258
Einband
Gebundene Ausgabe
Anzahl der Seiten
287
Kontakt zum Hersteller
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

Tiergartenstr. 17
Heidelberg
69121
Deutschland

Weitere beliebte Ausgaben desselben Titels

9780333740774: Consumer Behaviour in Asia

Vorgestellte Ausgabe

ISBN 10:  0333740777 ISBN 13:  9780333740774
Verlag: Palgrave Macmillan, 1998
Hardcover