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Creating Brand Names: Strategic and International Considerations Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Marketing to Chinese-Australians

Author : Alvin Mau-sing Chan

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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The diverse cultural composition of the Australian society poses great potential and challenge for marketers. Multicultural marketing has been ignored by most private companies in Australia. Using the Chinese community as an example, this paper demonstrates that good research and planning are key factors to the success in multicultural marketing.

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Metadata
Title
Marketing to Chinese-Australians
Author
Alvin Mau-sing Chan
Copyright Year
2015
Book
Proceedings of the 1996 Multicultural Marketing Conference

Print ISBN: 978-3-319-17394-8

Electronic ISBN: 978-3-319-17395-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17395-5_26