Marketing in Asia

Date of publication: November 1, 1996

Author: Geoff Alford


In this paper, we discuss research into marketing in Asia at three different levels, and briefly describe recent studies: Research into Asian markets; e.g. the acceptance of Australian native flowers and protea by Japanese consumers. Research into marketing approaches in Asia; e.g. understanding Chinese business culture and the implications for western marketers doing business with China. Research into the management and operations of marketing companies in Asia; e.g. researching management issues in company operations in Asian countries. Note, under this same heading, we could also have included research into "home company" operations in Australia, and the facilitators and barriers to developing an export culture directed at Asian markets. For each level and study, we briefly describe the objectives and significance of the study, the methodology, certain key results and limitations, and some useful conclusions.

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