Marketing Management in Asia

Name: Marketing Management in Asia
SKU: 23159283
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Paperback / softback

Series:

Routledge Studies in International Business and the World Economy

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Description

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.

Author Biography:

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 is Associate 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.

Release date Australia

September 3rd, 2015

Audiences

Professional & Vocational
Tertiary Education (US: College)

Contributors

Edited by Junsong Chen
Edited by Stanley Paliwoda
Edited by Tim Andrews

Illustrations

22 Tables, black and white; 3 Line drawings, black and white; 12 Halftones, black and white; 37 Illustrations, black and white

Pages

196

Series

Routledge Studies in International Business and the World Economy

Dimensions

152x229x13

ISBN-13

9781138959781

Product ID

23159283

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Marketing Management in Asia

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