Author : Richard R. Gesteland
Publisher : Copenhagen Business School Press DK
Page : 196 pages
File Size : 37,35 MB
Release : 2002
Category : Business & Economics
ISBN : 9788763000949
"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 : Bang Nguyen
Publisher : Chandos Publishing
Page : 342 pages
File Size : 30,18 MB
Release : 2015-02-16
Category : Business & Economics
ISBN : 0081001045
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 : Hellmut Schütte
Publisher : Springer
Page : 288 pages
File Size : 24,26 MB
Release : 2016-07-27
Category : Business & Economics
ISBN : 1349148628
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 : Rachel Hay
Publisher : Springer Nature
Page : 304 pages
File Size : 11,95 MB
Release : 2020-11-09
Category : Business & Economics
ISBN : 9811585172
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 : Jean-Claude Usunier
Publisher : Pearson Education
Page : 608 pages
File Size : 12,75 MB
Release : 2005
Category : Business & Economics
ISBN : 9780273685296
Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.
Author : Stanley Paliwoda
Publisher : Routledge
Page : 204 pages
File Size : 13,25 MB
Release : 2013-01-04
Category : Business & Economics
ISBN : 1136303812
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 : Malcolm Warner
Publisher : Routledge
Page : 322 pages
File Size : 36,54 MB
Release : 2013-05-07
Category : Social Science
ISBN : 1136260285
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
Author : Gabriele Suder
Publisher : SAGE
Page : 312 pages
File Size : 49,81 MB
Release : 2020-10-12
Category : Business & Economics
ISBN : 1529736404
A focused look into the business and management practices across Asia, from an author team located across three Asian-Pacific countries and experience of leading organisations spanning over more than two decades.
Author : Erdener Kaynak
Publisher : Routledge
Page : 131 pages
File Size : 21,1 MB
Release : 2014-06-23
Category : Business & Economics
ISBN : 131794836X
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 : Glen H. Brodowsky
Publisher : Edward Elgar Publishing
Page : 304 pages
File Size : 46,81 MB
Release : 2020-09-25
Category : Business & Economics
ISBN : 1788978544
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
