Consumer packaging strategy: localisation in asian markets
Auteur :
Khan, Huda / Lee, Richard / Chrysochou, Polymeros
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032324036
Date de publication :
8 oct. 2024
Dimensions :
23,4 x 15,6 cm
Poids :
240 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.