Matching global brands to Asian passions: Insights from the Asia Consumer Summit
Low Lai Chow
"There's no question. The Asian consumer has arrived — finally arrived — on the world's stage," declared Bernd Schmitt, Executive Director of the Institute on Asian Consumer Insight (ACI) at the recent Asia Consumer Summit, co-organised by The Financial Times and held in Singapore in October 2012.
The implications for marketing as a concept are profound. As Schmitt said, "In the 20th century, especially the second half of the 20th century, the reference point for marketing — for all marketing —was the American...