ABSTRACT

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.

chapter |8 pages

Introduction

Marketing Management in Asia

chapter 1|11 pages

China

Distribution in China

chapter 2|13 pages

China

Consumer Behaviour in China

chapter 3|18 pages

China

Celebrity Endorsement within the Chinese Beauty Industry: Views from Beijing's Female Consumers

chapter 5|18 pages

India

Culture and Consumer Behaviour Influences on Sales Promotion Practices in India

chapter 6|23 pages

Japan

Marketing Management Issues in Japan

chapter 7|19 pages

Taiwan

Consumers' Reactions to Tesco's Market Entry in Taiwan: A Comparison with the UK Experience

chapter 8|18 pages

Thailand

Relationship Marketing in Thailand: A Case of the Real Estate Industry

chapter 9|9 pages

Thailand

Marketing for Life in the Economic Recession: The Case of Thailand

chapter 11|10 pages

Vietnam

Marketing in Vietnam: Culture and Quality Considerations