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Building Brands in Asia: From the Inside Out (Paperback) (ISBN-13: 9780415549844)
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Tim Andrews
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Books
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Description
xIn 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,Wilson Chew
ISBN-10: 0415549841
ISBN-13: 9780415549844
Publisher: Routledge
Language: English
Published: 05/16/2017
Pages: 226
Format: Paperback
Weight: 0.75lbs
Size: 9.10h x 6.10w x 0.60d
By Tim Andrews
xTim 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)
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