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010 a| 2022009634;

020 a| 9780367430368q| (hardback);

020 a| 9781032324036q| (paperback);

020 z| 9781003000822q| (ebook);

035 a| (WaSeSS)ssj0002614178;

040 a| DLCb| engc| DLCd| WaSeSS;

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043 a| a------;

049 a| EREEa| NEHH;

050 00 a| HF5770b| .K43 2023;

082 00 a| 338.4/768882| 23/eng/20220331;

100 1 a| Khan, Huda.?| UNAUTHORIZED;

245 10 a| Consumer packaging strategyh| [electronic resource] :b| localisation in Asian markets /c| Huda Khan, Richard Lee and Polymeros Chrysochou.;

250 a| 1 Edition.;

260 a| New York, NY :b| Routledge,c| 2023.;

263 a| 2208;

300 a| volumes cm.;

490 0 a| Routledge advances in management and business studies;

504 a| Includes bibliographical references and index.;

506 a| Available only to authorized users.;

520 a| "The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to Asian burgeoning markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia"--c| Provided by publisher.;

538 a| Mode of access: World Wide Web;

650 0 a| Packagingz| Asia.=| ^A22215;

650 0 a| Packagingz| Asiax| Design.=| ^A22215;

650 0 a| Branding (Marketing)x| Management.=| ^A755863;

650 0 a| Business planningz| Asia.=| ^A364146;

650 0 a| Consumer satisfactionz| Asia.=| ^A3793;

655 0 a| Electronic books.=| ^A491897;

700 1 a| Lee, Richardc| (Professor of marketing)?| UNAUTHORIZED;

700 1 a| Chrysochou, Polymeros.?| UNAUTHORIZED;

856 40 z| Full text available from Taylor & Francis eBooksu| https://go.openathens.net/redirector/ecu.edu?url=https%3A%2F%2Fwww.taylorfrancis.com%2Fbooks%2F9781003000822;

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Consumer packaging strategy localisation in Asian markets / Huda Khan, Richard Lee and Polymeros Chrysochou.

Author/creator	Khan, Huda
Other author	Lee, Richard (Professor of marketing)
Other author	Chrysochou, Polymeros.
Format	Electronic
Edition	1 Edition.
Publication Info	New York, NY : Routledge, 2023.
Description	volumes cm.
Supplemental Content	Full text available from Taylor & Francis eBooks
Subjects	Packaging--Asia. Packaging--Asia. --Design. Branding (Marketing)--Management. Business planning--Asia. Consumer satisfaction--Asia.

Series	Routledge advances in management and business studies
Abstract	"The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to Asian burgeoning markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia"-- Provided by publisher.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2022009634
ISBN	9780367430368 (hardback)
ISBN	9781032324036 (paperback)
ISBN	(ebook)

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Consumer packaging strategy localisation in Asian markets / Huda Khan, Richard Lee and Polymeros Chrysochou.

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