Marketing to Chinese-Australians

  • Alvin Mau-sing Chan
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The diverse cultural composition of the Australian society poses great potential and challenge for marketers. Multicultural marketing has been ignored by most private companies in Australia. Using the Chinese community as an example, this paper demonstrates that good research and planning are key factors to the success in multicultural marketing.


Chinese Community Chinese Reader Chinese Restaurant Chinese Migrant Overseas Country 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Alvin Mau-sing Chan
    • 1
  1. 1.University of Western SydneyNorfolkUSA

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