Target The U.S. Asian Market A Practical Guide to Doing Business

Summary: Written by a diplomat's daughter turned intercultural consultant, TARGET is the first book to help businesses save time & money by avoiding potentially offensive or embarassing blunders in design, marketing & selling. Entrepreneur Wong provides guidance as well as explanations as to why, for example, a gift of a clock is perceived by some Asians as an unlucky omen or how architectural & geographic features affect the... decision to rent, buy, or build residential or commercial property. What is the proper way to bow or exchange a business card? Why shouldn't children be touched on their heads or waved to, American style? The answers to this & numerous other intriguing questions are answered in the author's lively, easy-to-read style. Fourteen chapters detail topics such as identifying market segments, where & how to get information, communicating with limited-English speaking clients & customers, the language of marketing, negotiation techniques, pricing strategies, the impact of philosophy, colors, numbers, & names on decision-making, creating a culturally-correct marketing plan, developing relationships, body language, basic business etiquette, & much more! Numbering over 7.3 million, Asian Americans have over $225 billion in purchasing power, & have been identified by American Demographics magazine as the "fastest growing, most well-educated & affluent group in the country." Pacific Heritage Books, Box 3967-MB108, Palos Verdes, CA 90274-9547. [read more]