Asian Advertising & Marketing
Author | : |
Publisher | : |
Total Pages | : 468 |
Release | : 1992 |
Genre | : Advertising |
ISBN | : |
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Author | : |
Publisher | : |
Total Pages | : 468 |
Release | : 1992 |
Genre | : Advertising |
ISBN | : |
Author | : Shalini Shankar |
Publisher | : Duke University Press |
Total Pages | : 199 |
Release | : 2015-04-03 |
Genre | : Social Science |
ISBN | : 0822375613 |
In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.
Author | : Katherine Toland Frith |
Publisher | : Wiley-Blackwell |
Total Pages | : 336 |
Release | : 1996 |
Genre | : Business & Economics |
ISBN | : |
The growth of advertising in Asia has been an important ingredient in the emergence of free-market economies there. Advertising in Asia offers an in-depth analysis of how advertising operates in some of the more developed countries and colonies in this region. Written by practitioners and scholars from throughout the region, Advertising in Asia examines current issues such as political structure, national development policies, social and cultural underpinnings, press policies and advertising regulations. Advertising in Asia is recommended for marketers, educators, journalists, students and government officials interested in the dynamics of economic growth and marketing communications in this region.
Author | : |
Publisher | : |
Total Pages | : 334 |
Release | : 1994 |
Genre | : Advertising |
ISBN | : |
Author | : Esther Tang |
Publisher | : Routledge |
Total Pages | : 144 |
Release | : 2018-10-24 |
Genre | : Business & Economics |
ISBN | : 1317956249 |
Explore current trends in the Asian service industry! Asian Dimensions of Services Marketing takes you on a journey through the service industries of Asia. Due to the extraordinary amount of growth in Asian service industries over the past few decades, this sector is expanding greatly in many Asian countries. These changes have had many effects on countries such as China, Korea, Singapore, and Thailand, mostly at the expense of agriculture and manufacturing. This book examines these effects, and establishes ways to achieve success in services marketing. This educational book provides an enlightening look at topics such as: the influence of reference groups in the service industry of Singapore the moderating effect of switching costs on the relationship between service performance and customer satisfaction in the Thai cultural and business setting how multinational professional service firms in South Korea have achieved success the emotional impact of store atmosphere on Chinese customers in a leisure service setting the rapid development of services in Asia, and how to effectively market intangibles to various kinds of consumers
Author | : Ian Batey |
Publisher | : |
Total Pages | : 436 |
Release | : 2002 |
Genre | : Business & Economics |
ISBN | : |
"Written by Ian Batey, the creator of the Singapore Girl and Asia's most respected practitioner in the field this book is your essential resource for building a brand with staying power in Asia. Batey crusades a massive global marketing war in which Asian "
Author | : Noel Capon |
Publisher | : |
Total Pages | : 988 |
Release | : 1999 |
Genre | : Asia |
ISBN | : |
Ideal for courses in International Marketing at the undergraduate and graduate levels. This marketing casebook demonstrates the diversity of marketing problems faced by organizations operating in Asia. The cases focus on industrial and consumer marketing issues and cover 16 countries.
Author | : Hellmut Schütte |
Publisher | : Springer |
Total Pages | : 288 |
Release | : 2016-07-27 |
Genre | : Business & Economics |
ISBN | : 1349148628 |
Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.
Author | : Stanley Paliwoda |
Publisher | : Routledge |
Total Pages | : 204 |
Release | : 2013-01-04 |
Genre | : Business & Economics |
ISBN | : 1136303812 |
Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world’s largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world’s largest economic power. Europe has been able to make productivity gains from trade, fiscal and monetary harmonization to remain globally competitive while Africa, whose nations practice free trade, is largely ignored both in terms of forgiving debt and providing further credit. Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.
Author | : |
Publisher | : Euromonitor International |
Total Pages | : 306 |
Release | : 1994-01-01 |
Genre | : Advertising |
ISBN | : 9780863385063 |