Buch, Englisch, 130 Seiten, Format (B × H): 171 mm x 229 mm, Gewicht: 363 g
Issues and Marketing Practice
Buch, Englisch, 130 Seiten, Format (B × H): 171 mm x 229 mm, Gewicht: 363 g
ISBN: 978-0-7890-0691-2
Verlag: Taylor & Francis Inc
- 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!”
Autoren/Hrsg.
Weitere Infos & Material
Contents
Introduction - Product-Country Images in Canada and in the People’s Republic of China - The Effects of Country-of-Brand and Brand Name on Product Evaluation and Consideration: A Cross-Country Comparison - Communicating with the Cohort: Exploring Generation X (ASIA’S) Attitudes Towards Advertising - Segmenting China’s Consumer Market: A Hybrid Approach - Culture and the Fast Food Marketing Mix in the People’s Republic of China and the USA: Implications for Research and Marketing - Influence of Chinese Cultural Values on Consumer Behavior: A Proposed Model of Gift-Purchasing Behavior in Hong Kong - Index - Reference Notes Included