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

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"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - ...more
Paperback, 276 pages
Published June 20th 2001 by Wiley
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