In the midst of financial crisis, Asian companies have felt the heat of competition more strongly than most. Taking a case-oriented approach, this practical book argues that global recognition for Asian business could be achieved through the creation, development and management of powerful new brands. It explores the unique challenges of Asian markets and offers a wealth of common-sense advice on how to go about meeting them. Features include numerous case studies of successful global brand building and guidance for Western companies on establishing brands in Asia.
- ISBN10 0471835765
- ISBN13 9780471835769
- Publish Date 7 December 1999
- Publish Status Out of Print
- Out of Print 23 May 2003
- Publish Country SG
- Imprint John Wiley & Sons (Asia) Pte Ltd
- Format Hardcover
- Pages 272
- Language English