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Marketing Management in Asia

Author

Listed:
  • Stanley J. Paliwoda

    (EM - EMLyon Business School)

  • Tim Andrews
  • Junsong Chen

Abstract

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.

Suggested Citation

  • Stanley J. Paliwoda & Tim Andrews & Junsong Chen, 2012. "Marketing Management in Asia," Post-Print hal-02298176, HAL.
    • Handle: RePEc:hal:journl:hal-02298176
    as

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    Keywords

    marketing management;

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