Abstract
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.
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Chan, A.Ms. (2015). Marketing to Chinese-Australians. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_26
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DOI: https://doi.org/10.1007/978-3-319-17395-5_26
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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