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Palgrave Macmillan

Consumer Behaviour in Asia

  • Book
  • © 1998


Part of the book series: International Marketing (ITMA)

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About this book

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.

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Table of contents (9 chapters)

About the authors

HELLMUT SCHUTTE is a professor of International Management at INSEAD and represents core faculty at INSEAD's Euro-Asia Centre. He started his career in Asia marketing fast moving consumer goods for a British-Dutch multinational in Indonesia. He also lived and worked in the Philippines and was a visiting professor at the University of Tokyo. Schutte has conducted research, acted as a consultant, and taught management seminars for both Asian and Western managers in ten Asian countries.

DEANNA CIARLANTE was born in the USA, but spent most of her ten years as a young adult in Japan. After graduating from Duke University, she spent five years in New York working with Japanese financial institutions.

Bibliographic Information

  • Book Title: Consumer Behaviour in Asia

  • Authors: Hellmut Schütte, Deanna Ciarlante

  • Series Title: International Marketing

  • DOI:

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 1998

  • Hardcover ISBN: 978-0-333-73625-8Published: 05 November 1998

  • eBook ISBN: 978-1-349-14862-2Published: 27 July 2016

  • Series ISSN: 2947-3403

  • Series E-ISSN: 2947-3411

  • Edition Number: 1

  • Number of Pages: XII, 275

  • Topics: Marketing, International Business

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