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Building Brands in Asia: From the Inside Out
Paperback
ISBN13: 9780415549844
Publisher: Routledge
Published: May 16 2017
Pages: 226
Weight: 0.75
Height: 0.60 Width: 6.10 Depth: 9.10
Language: English
In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult.
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.
Replete with anecdotes, interviews and case studies, Andrews and Chew provide 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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