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The Asian Market as Research Context

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Abstract

The field of consumption and marketing has been changing dramatically, particularly with the growing ethnic consciousness, the higher emphasis on multiculturalism, and the global diffusion of consumer culture enhanced by the rapid increase of new technologies.

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  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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Nuttavuthisit, K. (2019). The Asian Market as Research Context. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_3

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