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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/702

Title: Publishing business expansion to asia through onlin emarketing strategies
Authors: Lo, Hooi Seng
Liew, Fee Yoon
Keywords: Publishing business
Emarketing strategies
Global Publishing-Asia
online Marketing strategies
Issue Date: Jun-2008
Publisher: University of Malaya
Abstract: The emergence of the Internet and the high growth rate of the Internet users, a publishing company called Global Publishing Sdn Bhd has decided to develop online marketing strategies to expand their business into overseas markets particularly the Asia market such as Singapore and China. Therefore this research aims to explore the potential of Asia market in the context of marketing publication, i.e. Chinese magazines. Ultimately this research provides suggestions on expansions strategies via online marketing due to low set up cost, fast and the wide coverage. A preliminary survey has been conducted to understand the consumer acceptance towards the online magazines purchase. This survey was based on a simple questionnaire that looked into the demographic and behavior related issues. Since the products is in Chinese magazines, this research only targeted at the specific respondents who are Chinese due to the reason that magazines are written in Chinese. From 102 respondents, the result revealed that based on the demographic factors (ie: gender, marital status, age,education level, monthly income and the occupation), the younger consumers have surf the Internet more frequently and spending more hours online than the older consumers. The result also revealed that the younger consumers have purchased less online than the older consumers, older consumers are also more willing to spend on Chinese magazines than younger consumers. This study finally offers an insight into publishing business via online strategies to China and Singapore which has not been investigated seriously. The differences and trends in Chinese magazines between Singapore and China markets were analysed to gain a clear indication of marketing strategies that could be used by the company in expanding the business into global market.
Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.
URI: http://dspace.fsktm.um.edu.my/handle/1812/702
Appears in Collections:Masters Dissertations : MBA

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File Description SizeFormat
chapter1.pdf117.12 kBAdobe PDFView/Open
cover.pdf4.62 kBAdobe PDFView/Open
chapter7.pdf348.06 kBAdobe PDFView/Open
organisation study.pdf62.65 kBAdobe PDFView/Open
chapter4.pdf1.13 MBAdobe PDFView/Open
chapter8.pdf108.6 kBAdobe PDFView/Open
chapter2.pdf140.13 kBAdobe PDFView/Open
chapter6.pdf218.61 kBAdobe PDFView/Open
chapter3.pdf7.7 MBAdobe PDFView/Open
questionnaire.pdf56.68 kBAdobe PDFView/Open
abstract.pdfAbstract49.83 kBAdobe PDFView/Open
chapter5.pdf47.46 kBAdobe PDFView/Open
chapter9.pdf53.51 kBAdobe PDFView/Open

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