Building Brands in Asia - Andrews, Tim G.; Chew, Wilson
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Tim G. Andrews, PhD, is a Senior Visiting Research Fellow at the Saw Swee Hock Southeast Asia Centre, London School of Economics and Political Science (LSE) and Associate Professor at Webster University (Thailand). He has consulted and published widely on the subject of brand development across Asia, co-edits the Marketing Management in Asia (2013) collection and is co-founding editor of the Routledge Working in Asia series. Wilson Chew, DBA, is a Partner for Pricewaterhouse Coopers managing entrepreneurial and private clients based in Singapore. Formerly Group CEO for the Strategicom brand consultancy, he has co-authored several books on branding, including B2B: 10 Rules to Transform your Business into a Brand (MarshallCavendish, 2011)