Consumer Behavior in Asia - Couverture rigide

Schutte, Hellmut; Ciarlante, Deanna

Couverture rigide

ISBN 10 : 0814781144 ISBN 13 : 9780814781142

Editeur : New York University Press, 1998

Synopsis

Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.
Cultural differences strongly influence consumer behavior. In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions. In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the characters which make up a product name are "lucky" ones, has a significant effect on brand attitude. Successful sales and marketing strategies in Asia must be rooted in an understanding of the cultural differences which affect Asian consumers' buying patterns.
Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.

A propos du livre

À propos des auteurs

Hellmut Schütte is Professor at INSEAD, the European Institute of Business Administration, in Fontainebleau, France.

Deanne Ciarlante holds an MBA from INSEAD and currently works in marketing in the cosmetics industry.

Détails de l'édition

• Éditeur: New York University Press
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0814781144
• ISBN 13: 9780814781142
• Reliure: Relié
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne