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.
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