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

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.jbusres.2022.06.016

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