1. Introduction to Special Issue

   • Swee Hoon Ang
   • Bernd H. Schmitt

   Editorial Introduction Pages: 3 - 8

2. Brand Imitation: Do the Chinese Have Different Views?

   • Kay Ka-Yuk Lai
   • Judith Lynne Zaichkowsky

   OriginalPaper Pages: 179 - 192

3. The New Approach to Assessing the Marketing Effectiveness of Korean Firms

   • Sung-Joon Yoon
   • Jun-Hwan Kim

   OriginalPaper Pages: 193 - 212

4. The Commodification of Race in Singapore: The Customer Service Implications of the Other-Race Effect on Tourism and Retailing

   • Geraldine R. Henderson
   • Jerome D. Williams
   • May Lwin

   OriginalPaper Pages: 213 - 227

5. The Seven Faces of Singaporeans: A Typology of Singapore Consumers and Their Aspirations and Life Satisfaction

   • Jung Kwon
   • Jochen Wirtz
   • Ah Keng Kau

   OriginalPaper Pages: 229 - 248

6. Appeals in Korean Magazine Advertising: A Content Analysis and Cross-Cultural Comparison

   • Woochang Jeon
   • George R. Franke
   • Joseph Phelps

   OriginalPaper Pages: 249 - 258

7. Small Firm Marketing: A Comparison of Eastern and Western Marketing Practices

   • Wai-Sum Siu
   • David Kirby

   OriginalPaper Pages: 259 - 274

8. Product Cue Usage in Two Asian Markets: A Cross-Cultural Comparison

   • Sandra Forsythe
   • Jai Ok Kim
   • Thomas Petee

   OriginalPaper Pages: 275 - 291

9. Industrial Pricing Strategies in Singapore and the U.S.: Same or Different?

   • Jazzlyn A.L. Chia
   • Peter M. Noble

   OriginalPaper Pages: 293 - 303

10. Book Review: Asian Eclipse: Exposing the Dark Side of Business in Asia

    • Phillip H. Phan

    BookReview Pages: 305 - 308

11. Book Review: Marketing in the Third World

    • Swee Hoon Ang

    BookReview Pages: 309 - 310