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Understand the Asian consumer’s demands and effective marketing strategies!

The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand...

Six contributions written by professors of marketing and business focus on the Chinese consumer market, with one chapter addressing techniques for marketing to Generation X in Singapore, Malaysia, and Hong Kong. Other contributions compare North American and Chinese product-country images and brand name products and culture and describe fast-food

For a long time, silk, tea, sinocentrism, and eurocentrism made up a big patch of East Asian history. Simultaneously deviating from and complicating these tags, this edited volume reconstructs narratives from the periphery and considers marginal voices located beyond official archives as the centre of East Asian history. The lives of the Japanese Buddhist monks, Eastern Han local governors, Confucian scholars, Chinese coolies, Shanghainese tailors, Macau joss-stick makers, Hong Kong locals, and Cantonese working-class musicians featured in this collection provide us with a glimpse of how East...