Name: Consumer Behavior in Asia (en Inglés)
Price: 113760.00 CLP
Availability: InStock
Author: Hellmut SchÜTte; Deanne Ciarlante
ISBN: 9780814781142

portada Consumer Behavior in Asia (en Inglés)

Formato

Libro Físico

Editorial

Nyu Press

Autor

Hellmut SchÜTte; Deanne Ciarlante

Año

1998

Idioma

Inglés

N° páginas

272

Encuadernación

Tapa Dura

ISBN

0814781144

ISBN13

9780814781142

Categorías

Economía conductista

Consumer Behavior in Asia (en Inglés)

Hellmut SchÜTte; Deanne Ciarlante (Autor) · Nyu Press · Tapa Dura

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Consumer Behavior in Asia (en Inglés)"

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.