Schutte Hellmut, Ciarlante Deanna:
Consumer Behaviour In Asia
Palgrave Macmillan (United Kingdom), 1998
Hardback, 288 pages
Size: 240x159 mm
ISBN: 9780333736258
ISBN-10: 0333736257
List price: £55.00
You save: 5%
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.

