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Research papers

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
November 1, 1996
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Citation

Ariga, Yasue and Wen (1996a, November 01). China's generation III. ANA - ESOMAR. Retrieved March 29, 2023, from


https://ana.esomar.org/documents/china-s-generation-iii


Research papers

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
June 15, 1998
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Citation

Yasue and Wen (1998a, June 15). Asian youth and implications for marketing strategies. ANA - ESOMAR. Retrieved March 29, 2023, from


https://ana.esomar.org/documents/asian-youth-and-implications-for-marketing-strategies


Research papers

Advertising creative strategies in Asia

This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Fumie Tanaka, Mariko Yasue
Company: Dentsu Macromill Insight
June 15, 1998
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Citation

Tanaka and Yasue (1998a, June 15). Advertising creative strategies in Asia . ANA - ESOMAR. Retrieved March 29, 2023, from


https://ana.esomar.org/documents/advertising-creative-strategies-in-asia-