Communicating with the Cohort: Exploring Generation XASIA'S Attitudes Towards Advertising - Rapidly changing demography, coupled with unprecedented economic growth make Southeast Asia a particularly important target market Representing almost a quarter of all Asian consumers, 20-to-30 year-olds are attracting considerable attention from both MNCs and regional marketers. What makes this segment ...
Year of publication: |
1999
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Authors: | Ewing, Michael T. ; Caruana, Albert |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285x. - Vol. 11.1999, 1, p. 41-54
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