Consumer Behavior in Asia

by Deanna Ciarlante and Hellmut Schütte

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0814781144
• ISBN13: 9780814781142
• Release Date: December 1998
• Publisher: New York University Press
• Length: 272 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.9" x 6.4" x 9.5"