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Consumer Behaviour in Asia (Hardcover) Loot Price: R1,548
Discovery Miles 15 480
Repayment Terms: R145 pm x 12*
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Consumer Behaviour in Asia (Hardcover): Hellmut Schutte, Deanna Ciarlante

Consumer Behaviour in Asia (Hardcover)

Hellmut Schutte, Deanna Ciarlante

Series: International Marketing

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Loot Price R1,548 Discovery Miles 15 480 | Repayment Terms: R145 pm x 12*

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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.

General

Imprint: Palgrave Macmillan
Country of origin: United Kingdom
Series: International Marketing
Release date: November 1998
Authors: Hellmut Schutte • Deanna Ciarlante
Dimensions: 235 x 155 x 21mm (L x W x T)
Format: Hardcover
Pages: 275
ISBN-13: 978-0-333-73625-8
Categories: Books > Business & Economics > Business & management > Sales & marketing > Market research
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LSN: 0-333-73625-7
Barcode: 9780333736258

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