Edited by Henry Wai-chung Yeung
Chapter 7: Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia
7. Challenges of marketing to Asian consumers: exploring the inﬂuence of diﬀerent cultures, life styles and values on consumer behaviour in Asia Piyush Sharma, Cindy M.Y. Chung, M. Krishna Erramilli and Bharadhwaj Sivakumaran The last quarter of t...
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