International business Books
Taylor & Francis The Changing Face of Management in South East Asia Working in Asia
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£52.24
Taylor & Francis The Changing Face of Management in South East Asia Working in Asia
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£175.75
Taylor & Francis Managing Human Resources in Central and Eastern Europe
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£147.25
Taylor & Francis Managing Human Resources in Central and Eastern Europe
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£45.59
Taylor & Francis Ltd The Global Korean Motor Industry The Hyundai Motor Companys Global Strategy 10 Routledge Advances in Korean Studies
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£137.75
Taylor & Francis Global RD in China
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£128.25
Taylor & Francis Business History
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£171.00
Taylor & Francis International Business Geography
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£137.75
Taylor & Francis Ltd The Changing Face of People Management in India
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£166.25
Taylor & Francis The Changing Face of Women Managers in Asia Working in Asia
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£171.00
Taylor & Francis The Changing Face of Women Managers in Asia Working in Asia
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Taylor & Francis Globalizing International Human Resource Management
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£82.64
Taylor & Francis Ltd Japanese Multinationals in China
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£128.25
Taylor & Francis Ltd Global Careers
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£171.00
Taylor & Francis Ltd Global Careers
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£56.04
Taylor & Francis Human Resource Management in Europe
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£54.14
Taylor & Francis Global Public Relations
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£166.25
Taylor & Francis Ltd Corporate Governance and Resource Security in China
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£49.39
Taylor & Francis The Case for NonSovereignty
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£137.75
Taylor & Francis Ltd Human Resource Management with Chinese Characteristics Facing the Challanges of Globalization
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£82.64
Taylor & Francis Hainan State Society and Business in a Chinese Province
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£137.75
Taylor & Francis Internationalization Technological Change and the Theory of the Firm 50 Routledge Studies in Global Competition
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£137.75
Taylor & Francis Design Economies and the Changing World Economy
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£137.75
Taylor & Francis The Changing Face of Management in China
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£52.24
Taylor & Francis The Political Economy of StateBusiness Relations in Europe Interest Mediation Capitalism and EU Policy Making RoutledgeUACES Contemporary European Studies
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£137.75
Taylor & Francis Broadband Economics
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£92.14
Taylor & Francis Business and Global Governance Routledge Studies in Globalisation
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£137.75
Taylor & Francis Ltd Business and Global Governance Routledge Studies in Globalisation
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£45.59
Taylor & Francis Management in SouthEast Asia
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£25.38
Taylor & Francis Careers Without Borders
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£51.29
Taylor & Francis Careers Without Borders
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£175.75
Taylor & Francis CrossCultural Management
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£156.75
Taylor & Francis CrossCultural Management
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£65.54
Taylor & Francis Managing Corporate Values in Diverse National Cultures
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£137.75
Taylor & Francis Beyond the Global Crisis
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£137.75
Taylor & Francis Multinationals and Economic Growth in East Asia
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£29.99
Taylor & Francis Multinationals and Asia Organizational and Institutional Relationships Routledge International Business in Asia
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£39.99
Taylor & Francis International Business Geography
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£43.99
Taylor & Francis BusinessGovernment Relations in Prewar Japan
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£39.99
Taylor & Francis Hainan State Society and Business in a Chinese Province
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£43.99
Taylor & Francis Ltd Industrial Innovation in Japan
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£43.99
Taylor & Francis Outsourcing and Human Resource Management An International Survey Routledge Studies in the Growth Economies of Asia
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£24.51
Taylor & Francis Ltd The Global Korean Motor Industry The Hyundai Motor Companys Global Strategy Routledge Advances in Korean Studies
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£47.49
Taylor & Francis Building Brands in Asia
Book SynopsisIn 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.Through a variety of sector and country contexts from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and Trade ReviewBuilding Brands in Asia, is a timely and greatly welcomed addition to the branding oeuvre. The growing branding savoir-faire of Asian consumers demands greater sophistication in the management of Asian corporate, services and product brands. As such, Tim G. Andrews and Wilson Chew's book will be very much welcomed by brand managers in Asia and, more generally, will be of interest to brand managers and scholars alike. Professor John M.T. Balmer, Professor of Corporate Brand/Identity Management, Bradford University School of Management, UK.Asia is sure to become the biggest economic engine of the world. But Asia is not one market and it is not homogeneous, so it is difficult for Asian and Western companies to build strong and cohesive brands there. This book offers insights into what companies can do to ensure that the brand thrives across different geographic markets and cultures in Asia. Jacky Tai, Director (Strategy) I Entrepreneurial and Private Clients Group, PwC This is an interesting book. Firstly, the objective, made clear in the very first sentence: "This book seeks to shed new light on how brands are built in Asia through the eyes of those managing, enacting and consuming them". The focus is clear and we are offered case studies of local adaptations made by multinational corporations as well as case studies of local Asian brand management. Importantly, the authors are insiders and while the concept of brand building may not have changed significantly over the years, the means by which it may be achieved, certainly has, and, in Chapters Two to Four, the authors discuss the use of interactive digital media. Overall, this book makes a worthwhile contribution on a number of levels.Stanley J. Paliwoda, Emeritus Professor of Marketing, University of Strathclyde, Scotland.Table of ContentsTable of ContentsChapter 1. IntroductionChapter 2 – Building Brands: Meaning, Value, Creation & ClothingChapter 3 – Developing the Brand: Focus, Consistency and AlignmentChapter 4 – Marketing the Brand: Image Extension & Cross-border Development Chapter 5 – Understanding Asia: From the Inside and OutChapter 6 – Brand Expressions I: Consumer ProductsChapter 7 – Brand Expressions II: Services
£43.99
Taylor & Francis Labor Globalization and the State
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£51.29
Taylor & Francis Ltd Merger Control in Europe The Gap in the ECMR and National Merger Legislations Routledge Research in Competition Law
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£137.75
Taylor & Francis Ltd Making Sense of Human Resource Management in China Economy Enterprises and Workers
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£128.25
Taylor & Francis Women in Asian Management
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£43.99