Marketing Management in Asia

Stan Paliwoda, Tim Andrews, Junsong Chen

Research output: Chapter in Book or Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

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.

Original languageEnglish
Title of host publicationMarketing Management in Asia.
PublisherTaylor and Francis
Pages1-190
Number of pages190
ISBN (Electronic)9781136303821
ISBN (Print)9780415523172
DOIs
Publication statusPublished - 1 Jan 2013
Externally publishedYes

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