Understanding the Chinese Consumer : Segmentation as the Basis for Marketing Strategies

Language: English

Published by VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K., 2008

363906349X / 9783639063493

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - Go east, young man. Sell one tube of toothpaste to every person in China, and you will become rich. That sounds simple. However, this book tells you otherwise: China is a vast nation with great diversity. How people act and what they buy may differ greatly from north to south, rich to poor, young to old, suburban to rural. Understanding Chinese consumers and marketing to them effectively requires market segmentation - the process of dividing a total market into separate groups. This book explores Chinese consumers by applying the geographic, demographic, and psychographic bases typically used for segmentation decisions. Additionally, it provides insights into how segmentation can be implemented strategically. In this very informative book, author Xiumei Liu elaborates useful guidelines on how to apply the art of segmentation, which enables a company to serve the right customers at the right time, with the right products and at the right price. It is of interest to international marketers, practitioners, scholars, and those seeking to understand the Chinese consumers while doing or intending to do business in China.

Seller Inventory # 9783639063493

Title
Understanding the Chinese Consumer : Segmentation as the Basis for Marketing Strategies
Author
Xiumei Liu
Publisher
VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K.
Publication year
2008
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
363906349X
ISBN 13
9783639063493
Item weight
136 grams
Dimensions
220x150x5 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

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