In the past three years, we have made political and financial reforms, reduced the number of non-performing loans and restructured companies. Besides these actions, a number of developments such as enhanced technology, the frantic pace of the internet, global competition and the growing power of consumers have transformed the business scene. In light of all that has occurred in the past three years, it is beneficial for us to reflect upon these developments and learn how our business has been redefined and what measures may be taken to better understand and manage these changes. While Asia has made great strides in recovering from the worst economic crisis in a generation, the region's ability to sustain growth will depend on how well it adapts to the challenges of the megatrends that are transforming the global economy. Consumer Insight Marketing in Asia is full of myths and presumed knowledge.
Market research is about finding truths and dispelling myths.
Common misconceptions abound, so truly understanding the mind of the consumer is the heart of any successful marketing program. Traditional research methodologies are becoming obsolete as innovative methologies are increasingly employed to delve into the underlying feelings, attitudes and values of consumers. The papers in this section address some aspects that we need to consider in understanding consumer behavior as well as the benefits of ethnography in contributing to management consumer understanding. In addition, insights found through using market research segmentation methods and techniques on click stream data on the online consumer are also exploded. Brand Management and Global Competition Brand building and brand management are management concepts that have been the buzz words in the past few years.