Schutte Hellmut, Ciarlante Deanna:
Consumer Behaviour In Asia

Palgrave Macmillan (United Kingdom), 1998
Hardback, 288 pages
Size: 240x159 mm
ISBN: 9780333736258
ISBN-10: 0333736257

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Consumer Behaviour In Asia

Argues that the applicability of "western" consumer behaviour concepts to Asian consumers should be re-evaluated. The authors propose modifications to the accepted consumer behaviour concepts, showing how firms need to modify their marketing strategies in areas such as segmentation and positioning.

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Hellmut Schutte
Deanna Ciarlante
Market research
Sales & marketing
Business & management
Economics, finance, business and industry
Palgrave Macmillan

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Hellmut Schutte
Deanna Ciarlante
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