Table of Contents

Introduction: Marketing Management in Asia 1. China: Distribution in China Jintao Wu, Junsong Chen 2. China: Consumer Behaviour in China Guoqing Guo 3. China: Celebrity Endorsement within the Chinese Beauty Industry – Views from Beijing’s Female Consumers Mark McPherson and Xiang Li 4. China and the Milk Powder Contamination Scandal Paul Custance and Jiang Dongni 5. India: Culture and Consumer Behaviour Influences on Sales Promotion Practices in India Madhumita Banerjee, Paurav Shukla, and Phani Tej Adidam 6. Japan: Marketing Management Issues in Japan Stephanie Slater 7. Taiwan: Consumers Reactions to Tesco`S Market Entry in Taiwan- A Comparison with the UK Experience Ching-Wei Ho and John Temperley 8. Thailand: Relationship Marketing in Thailand: A Case of the Real Estate Industry Ruth Banomyong and Nucharee Supatn 9. Thailand: Marketing for Life in the Economic Recession Time: The Case of Thailand Orose Leelakulthanit 10. Turkey, with 3rd Wave of MNC’s Nukhet Vardar 11. Vietnam: Marketing in Vietnam - Culture and Quality Considerations Kieran Tierney . List of Contributors. Index

About the Author

Stan Paliwoda is Professor of Marketing at the University of Strathclyde, UK. He has held professorial appointments at the University of Birmingham and University of Calgary, Canada. He is widely published in books, refereed journals and is on the Editorial Board of several journals.









Tim. G. Andrews is Associate Professor at Thammasat University, and co-founding editor of the Routledge Working in Asia series. He has published widely on Asian management issues in some of the world’s top academic journals, as well as several books and book chapters on marketing, most recently in the Handbook of Research on Business in Asia.


Junsong Chen is a faculty member of marketing at China Europe International Business School. His work has been published in Journal of World Business, Harvard Business Review (Chinese), and Journal of Brand Management. He also contributed chapters in Blackwell Handbook of Judgment and Decision-making, Service Marketing in Asia, and China CEO - A Case Guide for Business Leaders in China.