Marketing Management in Asia.

Edited by Stanley Paliwoda, Tim Andrews, Junsong Chen

© 2012 – Routledge

196 pages | 37 B/W Illus.

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Paperback: 9781138959781
pub: 2015-09-03
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About the Book

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.

Table of Contents

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

About the Editors

Stan Paliwoda is Professor of Marketing at the University of Strathclyde, UK. He has held professorial appointments at the University of Birmingham and University of Calgary, Canada. He is widely published in books, refereed journals and is on the Editorial Board of several journals.

Tim. G. Andrews isAssociate Professor at Thammasat University, and co-founding editor of the Routledge Working in Asia series. He has published widely on Asian management issues in some of the world’s top academic journals, as well as several books and book chapters on marketing, most recently in the Handbook of Research on Business in Asia.

Junsong Chen is a faculty member of marketing at China Europe International Business School. His work has been published in Journal of World Business, Harvard Business Review (Chinese), and Journal of Brand Management. He also contributed chapters in Blackwell Handbook of Judgment and Decision-making, Service Marketing in Asia, and China CEO - A Case Guide for Business Leaders in China.

About the Series

Routledge Studies in International Business and the World Economy

As ever-increasing proportion of the world's business takes place across national borders, the need to understand the motive forces behind international business becomes greater. Transnationals are now, in many cases, as important as national governments in shaping trade flows and economic trends. As this series demonstrates, international business is not just the preserve of the largest companies, but impacts on all aspects of business and economic activity. This series is essential reading for policy makers as well as researchers in international business and applied international economics.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / International / Marketing
BUSINESS & ECONOMICS / Marketing / Multilevel
BUSINESS & ECONOMICS / Marketing / Research