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. North America is fast
ceding ground to China as the world's largest economic power.
Europe has been able to make productivity gains from trade, fiscal
and monetary harmonization to remain globally competitive while
Africa, whose nations practice free trade, is largely ignored both
in terms of forgiving debt and providing further credit. 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.
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