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Building Brands in Asia: From the Inside Out,9780415549837
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Building Brands in Asia: From the Inside Out

by ;
Edition:
1st
ISBN13:

9780415549837

ISBN10:
0415549833
Format:
Hardcover
Pub. Date:
3/6/2016
Publisher(s):
Routledge
List Price: $145.00

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Questions About This Book?

What version or edition is this?
This is the 1st edition with a publication date of 3/6/2016.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

Summary

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.Focusing on the creation, development and management of brands in the world's most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now.Replete with anecdotes, interviews and case studies this book provides an insightful, detailed and timely examination for all those interested in today's primary corporate preoccupation set in the world's most exciting marketplace.


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