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The Asian Market as Research Context

  • Krittinee NuttavuthisitEmail author
Chapter

Abstract

The field of consumption and marketing has been changing dramatically, particularly with the growing ethnic consciousness, the higher emphasis on multiculturalism, and the global diffusion of consumer culture enhanced by the rapid increase of new technologies.

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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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