Emerging trends for marketing in Asia

Fam, Kim Shyan, Cyril de Run, Ernest and Shukla, Paurav (2013) Emerging trends for marketing in Asia. Asia Pacific Journal of Marketing and Logistics, 25 (1), 456-468. (doi:10.1108/APJML.00825aaa.001).

Abstract

Asia is a continent of paradoxes. It has some of the fastest growing economies of the world, the largest populace, and some of the wealthiest as well as the poorest societies in the world. It also possesses rich web of cultural complexities. Since the days of the Silk Route, Asia has always fascinated historians, merchants, philosophers and rulers from other parts of the world. Recently however, increasing household income, higher education and an expanding mid-to-high income class with smaller families, globalization, westernization influences and plus the loosening of regulations on foreign direct and indirect investments by most Asian governments have spurred the influx of global businesses into the Asian market. This creates an interesting situation in Asia in the realm of business. Contradiction abounds, from that of a traditional business marketing effort such as relationship marketing to the specialized mass marketing of mega businesses.

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Contributors

Author: Paurav Shukla

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