Format:
1 online resource (203 pages)
Edition:
1st ed.
ISBN:
9780415523172
,
9781136303821
Series Statement:
Routledge Studies in International Business and the World Economy Series
Content:
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
Note:
Cover -- Title -- Copyright -- Contents -- List of Tables -- List of Figures -- Introduction: Marketing Management in Asia -- 1 China: Distribution in China -- 2 China: Consumer Behaviour in China -- 3 China: Celebrity Endorsement within the Chinese Beauty Industry: Views from Beijing's Female Consumers -- 4 China and the Milk Powder Contamination Scandal -- 5 India: Culture and Consumer Behaviour Influences on Sales Promotion Practices in India -- 6 Japan: Marketing Management Issues in Japan -- 7 Taiwan: Consumers' Reactions to Tesco's Market Entry in Taiwan: A Comparison with the UK Experience -- 8 Thailand: Relationship Marketing in Thailand: A Case of the Real Estate Industry -- 9 Thailand: Marketing for Life in the Economic Recession Time: The Case of Thailand -- 10 Turkey, the EU and the Third Wave of MNCs -- 11 Vietnam: Marketing in Vietnam: Culture and Quality Considerations -- List of Editors -- List of Contributors -- Index
Additional Edition:
Print version Paliwoda, Stanley Marketing Management in Asia Oxford : Taylor & Francis Group,c2012 ISBN 9780415523172
Language:
English
Keywords:
Electronic books
URL:
FULL
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