Abstract
The diverse cultural composition of the Australian society poses great potential and challenge for marketers. Multicultural marketing has been ignored by most private companies in Australia. Using the Chinese community as an example, this paper demonstrates that good research and planning are key factors to the success in multicultural marketing.
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CITATION STYLE
APA
Chan, A. M. sing. (2015). Marketing to Chinese-Australians. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 119–123). Springer Nature. https://doi.org/10.1007/978-3-319-17395-5_26
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