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Author: Richard R. Gesteland
Publisher: Copenhagen Business School Press DK
ISBN: 9788763000949
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
"A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Packed with useful information and real-world examples, Marketing Across Cultures in Asia is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia."
Author: Richard R. Gesteland
Publisher: Copenhagen Business School Press DK
ISBN: 9788763000949
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
"A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Packed with useful information and real-world examples, Marketing Across Cultures in Asia is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia."
Author: Vescovi, Tiziano
Publisher: Edward Elgar Publishing
ISBN: 1800889755
Category : Business & Economics
Languages : en
Pages : 352
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Book Description
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Author: Bang Nguyen
Publisher: Chandos Publishing
ISBN: 0081001045
Category : Business & Economics
Languages : en
Pages : 342
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Book Description
There is a growing interest in firms' adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on 'clusters'; North East, (China, Taiwan, Japan, South Korea), South East (Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia) and South Asia (India, Pakistan, Bangladesh). The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion. - Explores the nature of ethical and social marketing from an Asian perspective - Discusses current ethical and social marketing researches and practices in different areas, industries, commercial and non-commercial sectors - Serves as an invaluable resource for marketing academics and practitioners requiring more than anecdotal evidence of different ethical and social marketing applications - Compares and contrasts unethical situations covering important aspects related to ethics, society and fairness - Includes an interesting mix of theory, research findings and practices
Author: Rachel Hay
Publisher: Springer Nature
ISBN: 9811585172
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
This book presents a series of empirically based case studies conducted by social change scholars from Asia-Pacific, showcasing the latest social marketing approaches geared at improving societal well-being in the region. Cutting across cultural perspectives, the contents gather ideas on social marketing campaigns and strategies from around the region and use these case studies as a platform to address concomitant challenges in employing marketing tools to positively change social behaviour. The selection of case studies covers and compares aspects of public health and well-being, and public environmental consciousness in terms of driving attitudes towards implementing improved sustainability in developing and developed countries. Drawing on related policies and legislation, and examining social behaviour at the individual, community, and organisational levels, the authors propose innovative new methods in social marketing and social change research. The book is of interest to researchers and practitioners in social marketing, business ethics, behavioural science, public health, and development studies.
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 131794836X
Category : Business & Economics
Languages : en
Pages : 131
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Book Description
Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”
Author: Hellmut Schütte
Publisher: Springer
ISBN: 1349148628
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
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.
Author: Richard Fletcher
Publisher: Pearson Higher Education AU
ISBN: 1442561254
Category : Business & Economics
Languages : en
Pages : 747
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Book Description
International Marketing, 6e is written from a wholly Australasian perspective and covers issues unique to local marketers and managers looking towards the Asia–Pacific region, the European Union, and beyond. It presents a wide range of contemporary issues faced by subsidiaries of multinational enterprises (MNEs) as well as small and medium scale enterprises (SMEs), mainly exporters, which make up the vast bulk of firms involved in international business in the Australasian region. International Marketing, 6e clearly demonstrates the links between the different stages of international marketing, connecting analysis with planning, planning with strategy and strategy with implementation. Key concepts are brought to life with comprehensively updated statistics, recent illustrations, and a variety of real-world examples and case studies.
Author: Stanley Paliwoda
Publisher: Routledge
ISBN: 1136303812
Category : Business & Economics
Languages : en
Pages : 204
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Book Description
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.
Author: Bernadette Andreosso-O'Callaghan
Publisher: Elsevier
ISBN: 178063241X
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
This book looks at the new configuration taken by Asia-Europe economic relations. It is set against the background of the inclusion of China in the WTO, the growth of foreign investors from emerging Asian countries, and the economic reforms in a number of crisis-hit South East Asian economies. It is written by a number of well established European and Asian scholars from the fields of economics as well as management. The different chapters in the book highlight key contemporary issues from theoretical, conceptual and empirical perspectives. - Provides an account of the key contemporary issues in the area of Asia-Europe economic relations - By its interdisciplinary (connecting management with economics), it shows how the linking of the different disciplines is essential to understand the key issues at stake in the area - Can be used by students, researchers, as well as by practitioners
Author: Malcolm Warner
Publisher: Routledge
ISBN: 1136260285
Category : Social Science
Languages : en
Pages : 322
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Book Description
Why ‘Managing across diverse cultures in East Asia’? We re-examine in this book the link between culture and management across the region vis a vis the new economic, political and social landscape that has appeared over the last decade. We accordingly present a set of chapters on East Asian cultures, economies, societies and their management across the board, focusing on countries such as China, Japan, South Korea, as well as the Overseas Chinese enclaves of Hong Kong SAR, Macao and Taiwan. The contributors to this edited book are all specialists in their respective fields; they hail from a variety of universities and business schools across the world, located in a wide range of countries in the East and in the West. The chapters, we believe, reflect a balance between the past and present, theory and practice, as well as the general and the particular. 'East Asia could not be more important. Malcolm Warner could not be more insightful. Reading Managing Across Diverse Cultures in East Asia will allow you to gain a profound understanding of the cultural complexity in this dynamic region of the world.' - Nancy J. Adler, McGill University, Montreal 'We all need to understand more about management in East Asia, and to learn from it. Managing Across Diverse Cultures in East Asia has contributions from international experts who provide significant insights into the cultures of the most dynamic region in the world today. This book is a landmark publication.' - John Child, University of Birmingham 'This edited volume, with contributions by significant scholars from around the globe, provides a timely and penetrating review of management issues across East Asia, a region that rivals Europe and North American in economic significance and is still ascending. It is a must read for anyone who is interested in international management.' - Kwok Leung, City University of Hong Kong 'Helping a new generation of readers interested in this important region to make better sense, Managing Across Diverse Cultures in East Asia is destined to become a new classic. I expect this well-researched book to be widely read, cited, and debated in the years to come.' - Mike W Peng, University of Texas at Dallas 'Having had such unexpected disasters as earthquakes, floods and financial crises in recent years, we are increasingly dependent on people-management. Development of human resources, in turn, requires region-specific and organization-specific strategies. The present volume edited by Malcolm Warner points the reader to the secret of success in high-performing economies and firms in East Asia.' - Yoko Sano, Kaetsu University, Tokyo
