The future of marketing & advertising in Asia
Publication Type
Journal Article
Publication Date
10-2022
Abstract
Asia’s consumer markets are not only a story of scale, but also one of diversity and shifting preferences and behavior caused by powerful demographic, social and economic forces. Half of the world’s spending growth will come from Asia over the next decade, but do we know Asia’s consumers? This kaleidoscope of consumers in this highly diverse regional economy—the fastest growing in the world—offers a $10 trillion consumption growth opportunity between now and 2030. Meet the Asian consumer…. McKinsey & Company (July 2021).
Discipline
Asian Studies | Marketing
Research Areas
Marketing
Publication
Journal of Business Research
Volume
149
First Page
1016
Last Page
1017
ISSN
0148-2963
Identifier
10.1016/j.jbusres.2022.06.016
Publisher
Elsevier
Citation
HAN, Jin K.; CHOI, Yung Kyun; and HAN, Sangman.
The future of marketing & advertising in Asia. (2022). Journal of Business Research. 149, 1016-1017.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7468
Copyright Owner and License
Authors
Additional URL
https://doi.org/10.1016/j.jbusres.2022.06.016