Book Cover

Title Marketing in the new Asia / edited by Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan
Published Singapore : McGraw Hill, [2001]


Location Call no. Vol. Availability
 MELB  658.80095 Tan/Mit  AVAILABLE
Description vi, 377 pages : illustrations ; 23 cm
Contents 1. Marketing in the year 2000: an international perspective -- 2. Competing in Asia Pacific: understanding the rules of the game -- 3. The Asian apocalypse: crisis marketing for consumers and business -- 4. Marketers and the external environment: the Indonesian experience -- 5. Asian youth and implications for marketing strategies: changes and differences in consumption attitudes and lifestyle values -- 6. Asian culture and the global consumer -- 7. The effects of language on marketing: a comparison of the use of Chinese and English idioms in print advertisements -- 8. The power of money: a cross-cultural analysis of business-related beliefs -- 9. Culture, customers, and contemporary communism: Vietnamese marketing management under Doi Moi -- 10. Strategic alliances in China: negotiating the barriers -- 11. East vs. West: strategic marketing management meets the Asian networks -- 12. Business-to-business marketing in Asia Pacific: the telecommunications competitiveness of regional economies -- 13. Assessing national competitive superiority: an importance-performance matrix approach -- 14. Managing brands for the long run: brand reinforcement and revitalization strategies -- 15. Chinese consumers' perception of alpha-numeric brand names -- 16. Asia's growing service sector -- 17. New vs. old: the rise of full-service superstores and the demise of traditional wet markets -- 18. E-tailing in Asia Pacific: a BCG perspective -- 19. Ethical issues across cultures: managing the differing perspectives of China and the U.S.A. -- 20. Take a conservative approach when entering the China market
Bibliography Includes bibliographical references
Subject Marketing -- Asia.
Author Tan, Chin Tiong.
Leong, Siew Meng.
Ang, Swee Hoon.
ISBN 0071184678