A VIEW OF MARKETING AND ADVERTISING PRACTICES IN ASIA AND ITS MEANING FOR MARKETING MANAGERS
Sak Onkvisit
(Professor of Marketing at Northeastern Illinois University)
John J. Shaw
(Associate Professor of Marketing at Providence College)
746
Abstract
Asia, as a market, offers a great deal of opportunity for those who are willing to understand its cultural characteristics and marketing systems. This article investigates the use of media and the practice of marketing in Asia. Some marketing guidelines are offered and their managerial implications are discussed.
Citation
Onkvisit, S. and Shaw, J.J. (1985), "A VIEW OF MARKETING AND ADVERTISING PRACTICES IN ASIA AND ITS MEANING FOR MARKETING MANAGERS", Journal of Consumer Marketing, Vol. 2 No. 2, pp. 5-17. https://doi.org/10.1108/eb008119
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited