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Emerging trends for marketing in Asia

Emerging trends for marketing in Asia
Emerging trends for marketing in Asia
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.
1355-5855
456-468
Fam, Kim Shyan
401a5cc9-4282-4c7c-9b71-1227209eafbd
Cyril de Run, Ernest
6d8fec60-39af-47b9-8c33-64aff466fdb2
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Fam, Kim Shyan
401a5cc9-4282-4c7c-9b71-1227209eafbd
Cyril de Run, Ernest
6d8fec60-39af-47b9-8c33-64aff466fdb2
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d

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).

Record type: Editorial

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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Published date: 4 January 2013

Identifiers

Local EPrints ID: 429097
URI: http://eprints.soton.ac.uk/id/eprint/429097
ISSN: 1355-5855
PURE UUID: 41ee95cd-3bcf-4a0b-8e8e-8a1f2a2e3b97
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 21 Mar 2019 17:30
Last modified: 20 Jul 2019 00:20

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