Global marketing of leisure software: a case study of Asian countries

Abstract

Addresses issues of innovation in the global marketing of leisure industry software products. A strong marketing base is identified as being essential but identifying such a base can be complicated due to changes in demographic and social structures, particularly those taking place in Asia. Explores ways of establishing and devising strategies to become a global leisure software publisher. Interactive entertainment companies have experienced particularly rapid growth cycles with success being achieved through portfolios of strong titles and aggressive marketing.

Citation

Dixon, G. and Karboulonis, P. (1999), "Global marketing of leisure software: a case study of Asian countries", International Marketing Review, Vol. 16 No. 4/5, pp. 299-313. https://doi.org/10.1108/02651339910281857