.jpg)
.gif){kind=small}
Engaging the new consumer
Lee Ryan & Mark Leong
Abstract
This presentation goes in-depth into the matter of ‘engaging consumers’: what is it, how can it be achieved, which brands are doing it successfully. It addresses the need to create a dialogue with consumers. An analysis of global and regional viewpoints on Engagement will highlight explicitly the tensions that exist in adopting and adapting western marketing into the complexity of Asia Pacific. Case studies are used to illustrate the points of view.