Shifting Advertising Appeals in Taiwan
Dr Alan T. ShaoUniversity of North Carolina.Dr Mary Anne RaymondClemson University andDr Charles TaylorVillanova University
Today Asia comprimises about two-fifths of the world’s population and contains some of the most aggressive and promising markets throughout the world. Despite some highly publicized economic problems throughout Asia in the late 1990s, most nations view this region as a haven for business opportunity, as well as a strong competitive force in the not-so-distant future because of its sheer size and potential economic strength. While 70 percent of the population in...