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EMERGING MARKETS When consumer behaviour, burgeoning wealth and golf collide Increasingly wealthy Chinese consumers are seeking exclusive and indulgent experiences – and in doing so are forcing sectors like leisure golfi ng and tourism to structure their customer ož erings in new ways. 52 strategicmarketingafrica Third quarter 2014 52-56 Emerging Markets v5.indd 31 2014/06/26 12:32 PM