Overview
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.
- | Author: Tim Andrews
- | Publisher: Routledge
- | Publication Date: May 16, 2017
- | Number of Pages: 226 pages
- | Binding: Paperback or Softback
- | ISBN-10: 0415549841
- | ISBN-13: 9780415549844
