Download or read book Marketing Across Cultures in Asia written by Richard R. Gesteland and published by Copenhagen Business School Press DK. This book was released on 2002 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Packed with useful information and real-world examples, Marketing Across Cultures in Asia is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia."
Download or read book Ethical and Social Marketing in Asia written by Bang Nguyen and published by Chandos Publishing. This book was released on 2015-02-16 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is a growing interest in firms' adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on 'clusters'; North East, (China, Taiwan, Japan, South Korea), South East (Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia) and South Asia (India, Pakistan, Bangladesh). The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion. - Explores the nature of ethical and social marketing from an Asian perspective - Discusses current ethical and social marketing researches and practices in different areas, industries, commercial and non-commercial sectors - Serves as an invaluable resource for marketing academics and practitioners requiring more than anecdotal evidence of different ethical and social marketing applications - Compares and contrasts unethical situations covering important aspects related to ethics, society and fairness - Includes an interesting mix of theory, research findings and practices
Download or read book Marketing Across Cultures written by Jean-Claude Usunier and published by . This book was released on 1996 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work deals with international marketing and is intended to help readers develop their intercultural skills. The cultural variable is of prime importance in that it impacts upon communication, business, negotiation, consumer needs and attitudes, and finally the design and implementation of marketing strategies. The book proceeds by comparing national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. There follows an exploration of the interaction between business people, buyers and sellers who have different national/cultural backgrounds. Written from a European perspective, this second edition contains more on cultural issues, especially religion and values, and includes new chapters on cross-cultural consumer behaviour, and the cultural aspects of religious integration (eg EU, N. America, SE Asia and Eastern Europe.)
Download or read book Marketing Across Cultures written by Fons Trompenaars and published by John Wiley & Sons. This book was released on 2004-09-24 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
Download or read book Influences of Asian Cultural Identity on Global Marketing Strategies written by Emily Bloom and published by GRIN Verlag. This book was released on 2015-10-30 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
Download or read book Handbook of Cross Cultural Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2014-04-08 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.
Download or read book Public Relations in Asia Pacific written by Mary M. Devereux and published by John Wiley & Sons. This book was released on 2011-12-08 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Public Relations in Asia Pacific reflects the growing professionalism in the practice of public relations in the world’s fastest expanding economy. It is a carefully drawn road map, both strategically and tactically, for all manner of entities, for profit and not-for-profit on how to establish and maintain effective relationships with their numerous stakeholders. Particularly insightful are the many examples of public relations in action within the Asia Pacific region. It’s a “must” read for those interested in public relations careers and those new to the profession; and it’s a first-rate refresher for the established professional. —Harold Burson, Founding Chairman, Burson-Marsteller Worldwide Mary Devereux and Anne Peirson-Smith have combined their considerable talents and experience to produce a bible of how public relations is—and should be—practiced in the Asia Pacific. One of its many virtues is that it debunks the myth that PR is just one long lunch hosted by caricature Svengalis and Spin Doctors. Rather, it sets the profession in a cultural context that will be valuable to those starting at PR 101, professionals and corporate executives who want to know how truth can be well told (with all due credit to McCann Erickson). —Kerry McGlynn, Special Adviser, Corporate Communication Department, Cathay Pacific Airways As greater social pluralism, stakeholder influence and internet driven consumer sophistication and empowerment grow relentlessly across nearly all Asian societies, Public Relations in Asia Pacific is a timely guide to the critical role of good public relations. Clear, helpful and with a wealth of good examples of how best practice PR in action can make real and tangible contributions to governments, businesses, NGOs as well as to ordinary people, this is essential reading for anyone concerned with how to communicate well in the world’s fastest growing economic region. —Tim Sutton, Chairman Asia Pacific, Weber Shandwick In an increasingly globalized world, public relations practices and strategies become critical for organizations to communicate effectively to their diverse audiences worldwide. This book is therefore an extremely timely and relevant contribution to PR students and practitioners in the Asia-Pacific region as it provides not only a comprehensive overview of the essential concepts and skills of public relations but also specific case studies which illustrate tactical uses of public relations across a wide range of issues and countries. In my opinion, this book fills a major gap in the understanding of public relations concepts and practices and will constitute a fundamental resource for all those who aspire to excel within the field. —Dr. Indrajit Banerjee, Secretary-General, Asian Media Information and Communication Centre (AMIC)
Download or read book Handbook on Cross Cultural Marketing written by Glen H. Brodowsky and published by Edward Elgar Publishing. This book was released on 2020-09-25 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Download or read book Consumer Behaviour in Asia written by Hellmut Schütte and published by Springer. This book was released on 2016-07-27 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.
Download or read book Cross cultural Business Behavior written by Richard R. Gesteland and published by . This book was released on 2002 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a practical guide for international business people who sell, manage and negotiate across cultures since it is designed to prepare the business visitor to conduct effective negotiations in the world's major markets.
Download or read book Consumer Behaviour in Asia written by Hellmut Schütte and published by . This book was released on 1998 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Broadening Cultural Horizons in Social Marketing written by Rachel Hay and published by Springer Nature. This book was released on 2020-11-09 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a series of empirically based case studies conducted by social change scholars from Asia-Pacific, showcasing the latest social marketing approaches geared at improving societal well-being in the region. Cutting across cultural perspectives, the contents gather ideas on social marketing campaigns and strategies from around the region and use these case studies as a platform to address concomitant challenges in employing marketing tools to positively change social behaviour. The selection of case studies covers and compares aspects of public health and well-being, and public environmental consciousness in terms of driving attitudes towards implementing improved sustainability in developing and developed countries. Drawing on related policies and legislation, and examining social behaviour at the individual, community, and organisational levels, the authors propose innovative new methods in social marketing and social change research. The book is of interest to researchers and practitioners in social marketing, business ethics, behavioural science, public health, and development studies.
Download or read book Cross Cultural Selling For Dummies written by Michael Soon Lee and published by John Wiley & Sons. This book was released on 2008-11-24 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to reach out to multicultural customers? Cross-Cultural Selling For Dummies is packed with everything you need to know to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You’ll acquire key cross-cultural skills and build a coordinated effort that engages all aspects of your business. This practical, easy-to-understand guide shows you how to measure the purchasing power of other cultures and change the way you market to them. You’ll learn how to do multicultural research, develop a marketing campaign with wide appeal, pick the right media, tune your materials to the market, and establish a presence in the community. You’ll find tips on identifying generational differences with in a culture, pronouncing names correctly, and determining customer motivation. Discover how to: Reach out to multicultural customers Develop strong relationships Adapt your sales presentations and techniques Clear language barriers Boost your street cred Present appealing financing options Create a foundation for long-term success Handle negotiations with skilled hagglers Recognize and overcome objections Adopt techniques to close the sale Create a strong referral base Avoid cultural conflicts Maintain a diverse sales team You can realize the incredible untapped potential of the multicultural market to send your sales soaring and your profits off the charts. Cross-Cultural Selling For Dummies shows you how!
Download or read book Cultural Sensitivity and Adaptation in Asia Marketing Management written by Dr Mohd Farid Shamsudin and published by ABRN ASIA. This book was released on 2023-11-01 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's interconnected world, the realm of marketing management is undergoing a profound transformation. as businesses expand their reach across borders and cultures, the ability to understand, respect, and adapt to the diverse cultural landscapes of Asia has become paramount. "Cultural sensitivity and adaptation in Asia marketing management" is a timely and indispensable resource that delves into the intricacies of this dynamic and rapidly evolving field.
Download or read book Marketing Management in Asia written by Stanley Paliwoda and published by Routledge. This book was released on 2013-01-04 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Cross cultural Business Behavior written by Richard R. Gesteland and published by Handelshojskolens Forlag. This book was released on 1996 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite all we hear about the "borderless world," differing business customs and practices in fact continue to be invisible barriers to global trade. Cross-Cultural Business Behavior shows business executives how to overcome these unseen obstacles to international success.
Download or read book Consumer Behavior in Asia written by Erdener Kaynak and published by Routledge. This book was released on 2014-06-23 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”
