Consumer Behaviour in Asia

Name: Consumer Behaviour in Asia
Author: Hellmut Schütte

Gebonden Engels 1998 9780333736258

63,98

In winkelwagen

Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9780333736258

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Marketing, Reclame en verkoop, Marketing

Serie:International Marketing

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Schrijf een recensie

Uw cijfer

?

Log in om te stemmen

Inhoudsopgave

An Alternative Consumer Behaviour Theory for Asia Distinguishing Features of Asian Culture The Mind-Set of the Individual Consumer Driving Forces in Asian Consumer Behaviour An Example of Asian Consumer Behaviour: The Leisure Industry Marketing Implications The Marketing Mix Modernisation vs. Westernisation of Asian Consumer Behaviour Appendix: Case Studies