Marketing Management in Asia. (eBook, ePUB)

Redaktion: Paliwoda, Stanley; Chen, Junsong; Andrews, Tim

• Format: ePub

Produktbeschreibung

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.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 202
• Erscheinungstermin: 4. Januar 2013
• Englisch
• ISBN-13: 9781136303814
• Artikelnr.: 38262710

Autorenporträt

Stan Paliwoda is Professor of Marketing at the University of Strathclyde, UK. He has held professorial appointments at the University of Birmingham and University of Calgary, Canada. He is widely published in books, refereed journals and is on the Editorial Board of several journals. Tim. G. Andrews is Associate Professor at Thammasat University, and co-founding editor of the Routledge Working in Asia series. He has published widely on Asian management issues in some of the world's top academic journals, as well as several books and book chapters on marketing, most recently in the Handbook of Research on Business in Asia. Junsong Chen is a faculty member of marketing at China Europe International Business School. His work has been published in Journal of World Business, Harvard Business Review (Chinese), and Journal of Brand Management. He also contributed chapters in Blackwell Handbook of Judgment and Decision-making, Service Marketing in Asia, and China CEO - A Case Guide for Business Leaders in China.

Inhaltsangabe

Introduction: Marketing Management in Asia 1. China: Distribution in China
Jintao Wu, Junsong Chen 2. China: Consumer Behaviour in China Guoqing Guo
3. China: Celebrity Endorsement within the Chinese Beauty Industry - Views
from Beijing's Female Consumers Mark McPherson and Xiang Li 4. China and
the Milk Powder Contamination Scandal Paul Custance and Jiang Dongni 5.
India: Culture and Consumer Behaviour Influences on Sales Promotion
Practices in India Madhumita Banerjee, Paurav Shukla, and Phani Tej Adidam
6. Japan: Marketing Management Issues in Japan Stephanie Slater 7. Taiwan:
Consumers Reactions to Tesco`S Market Entry in Taiwan- A Comparison with
the UK Experience Ching-Wei Ho and John Temperley 8. Thailand: Relationship
Marketing in Thailand: A Case of the Real Estate Industry Ruth Banomyong
and Nucharee Supatn 9. Thailand: Marketing for Life in the Economic
Recession Time: The Case of Thailand Orose Leelakulthanit 10. Turkey, with
3rd Wave of MNC's Nukhet Vardar 11. Vietnam: Marketing in Vietnam - Culture
and Quality Considerations Kieran Tierney . List of Contributors. Index