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Consumer Behavior in Asia

by

Consumer Behavior in Asia Cover

 

Synopses & Reviews

Publisher Comments:

From his founding of The Journal of Social History to his groundbreaking work on the history of emotions, weight, and parenting, Peter N. Stearns has pushed the boundaries of social history to new levels, presenting new insights into how people have lived and thought through the ages. Having established the history of emotions as a major subfield of social history, Stearns and his collaborators are poised to do the same thing with the study of human behavior. This is their manifesto.

American Behavioral History deals with specific uses of historical data and analysis to illuminate American behavior patterns, ranging from car buying rituals to sexuality, and from funeral practices to contemporary grandparenting. The anthology illustrates the advantages and parameters of analyzing the ways in which people behave, and adds significantly to our social understanding while developing innovative methods for historical teaching and research.

At its core, the collection demonstrates how the study of the past can be directly used to understand current behaviors in the United States. Throughout, contributors discuss not only specific behavioral patterns but, importantly, how to consider and interpret them as vital historical sources.

Contributors include Gary Cross, Paula Fass, Linda Rosenzweig, Susan Matt, Steven M. Gelber, Peter N. Stearns, Suzanne Smith, Mark M. Smith, Kevin White.

Synopsis:

Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.

Cultural differences strongly influence consumer behavior. In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions. In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the characters which make up a product name are "lucky" ones, has a significant effect on brand attitude. Successful sales and marketing strategies in Asia must be rooted in an understanding of the cultural differences which affect Asian consumers' buying patterns.

Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.

About the Author

Hellmut Schütte is a professors at INSEAD, the European Institute of Business Administration, in Fontainebleau, France.

Deanne Ciarlante holds an MBA from INSEAD and currently works in marketing in the cosmetics industry.

Product Details

ISBN:
9780814781142
Author:
Schutte, Hellmut
Author:
Ciarlante, Deanna
Author:
&
Author:
tte, Hellmut
Author:
uuml
Author:
Ciarlante, Deanne
Author:
Stearns, Peter
Author:
sch
Author:
tte
Author:
Hellmut Sch
Publisher:
New York University Press
Location:
Washington Square, New York, N.Y. :
Subject:
Social life and customs
Subject:
Marketing
Subject:
International
Subject:
Consumer behavior
Subject:
Asia
Subject:
Marketing - Research
Subject:
Consumers -- Asia -- Attitudes.
Subject:
International - General
Subject:
Consumer Behavior - General
Subject:
ASIA_SOCIAL LIFE AND CUSTOMS
Subject:
SALES AND MARKETING_ASIA
Subject:
INTERNATIONAL BUSINESS_ASIA
Subject:
Marketing -- Asia.
Subject:
Business - General
Subject:
United States - General
Copyright:
Publication Date:
19981231
Binding:
HARDCOVER
Language:
English
Illustrations:
Yes
Pages:
272
Dimensions:
9 x 6 in

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Related Subjects

Business » General
Business » International
Business » Management
Business » Marketing
History and Social Science » Asia » General
History and Social Science » World History » Asia » General

Consumer Behavior in Asia Used Hardcover
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Product details 272 pages New York University Press - English 9780814781142 Reviews:
"Synopsis" by , Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.

Cultural differences strongly influence consumer behavior. In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions. In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the characters which make up a product name are "lucky" ones, has a significant effect on brand attitude. Successful sales and marketing strategies in Asia must be rooted in an understanding of the cultural differences which affect Asian consumers' buying patterns.

Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.

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