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Aggiungi al carrelloGebunden. Condizione: New. In 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.
Lingua: Inglese
Editore: Taylor & Francis Ltd Mai 2017, 2017
ISBN 10: 0415549833 ISBN 13: 9780415549837
Da: AHA-BUCH GmbH, Einbeck, Germania
EUR 273,58
Quantità: 1 disponibili
Aggiungi al carrelloBuch. Condizione: Neu. Neuware - In 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. Replete with anecdotes, interviews and case studies this book provides an insightful, detailed and timely examination for all those interested in today's primary corporate preoccupation set in the world's most exciting marketplace.