Featured Selections

Consumer Behavior in Asia
By Hellmut Schutte Deanna Ciarlante

Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods. 

Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market
By Paul Temporal

Asia's leading brand architect explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance.  Packed with illustrative examples...this book will help any company... to: build a strong brand image; create a unique and sustainable competitive advantage.

Leveraging Japan: Marketing to the New Asia
By George Fields Jerry Wind Hotaka Katahira

Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market.   "A large orange Hermes box in the middle of Tokyo's posh Ginza shopping district seemed strangely out of place, given the gloomy economic picture in Japan. Was this bold promotion a sign that the company was out of step with the times? Was it wishful thinking? Not at all." (From the Chapter The Fourth Rush)

The Great Taiwan Bubble: The Rise and Fall of Asia's Most Volatile Emerging Market
By Steven R. Champion

Another time, another emerging market. Taiwan's boom of the late 1980s and subsequent crash is a great yarn. And Steven R. Champion tells it with relish in The Great Taiwan Bubble: The Rise and Fall of an Emerging Stock Market. Not only does he have an eye for the humor and excitement of the period, Champion occupied a ringside seat as the Taipei-based manager of an offshore fund investing in Taiwan stocks.

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