Consumer Packaging Strategy Localisation in Asian Markets |
|
| Author:
| Khan, Huda
Lee, Richard
Chrysochou, Polymeros |
| Series title: | Routledge Advances in Management and Business Studies |
| ISBN: | 978-1-000-63768-7 |
| Publication Date: | Aug 2022 |
| Publisher: | Taylor & Francis Group
|
| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $48.95USD $180.00USD $180.00 |
Book Description:
|
This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.
This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.