Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world’s largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world’s largest economic power. Europe has been able to make productivity gains from trade, fiscal and monetary harmonization to remain globally competitive while Africa, whose nations practice free trade, is largely ignored both in terms of forgiving debt and providing further credit.
Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.
Introduction: Marketing Management in Asia 1. China: Distribution in China Jintao Wu, Junsong Chen 2. China: Consumer Behaviour in China Guoqing Guo 3. China: Celebrity Endorsement within the Chinese Beauty Industry – Views from Beijing’s Female Consumers Mark McPherson and Xiang Li 4. China and the Milk Powder Contamination Scandal Paul Custance and Jiang Dongni 5. India: Culture and Consumer Behaviour Influences on Sales Promotion Practices in India Madhumita Banerjee, Paurav Shukla, and Phani Tej Adidam 6. Japan: Marketing Management Issues in Japan Stephanie Slater 7. Taiwan: Consumers Reactions to Tesco`S Market Entry in Taiwan- A Comparison with the UK Experience Ching-Wei Ho and John Temperley 8. Thailand: Relationship Marketing in Thailand: A Case of the Real Estate Industry Ruth Banomyong and Nucharee Supatn 9. Thailand: Marketing for Life in the Economic Recession Time: The Case of Thailand Orose Leelakulthanit 10. Turkey, with 3rd Wave of MNC’s Nukhet Vardar 11. Vietnam: Marketing in Vietnam - Culture and Quality Considerations Kieran Tierney . List of Contributors. Index