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Marketing across cultures in Asia : a practical guide / Richard R. Gesteland & Georg F. Seyk.
- Format:
- Book
- Author/Creator:
- Gesteland, Richard R.
- Language:
- English
- Subjects (All):
- Business etiquette--Asia.
- Business etiquette.
- Marketing--Cross-cultural studies.
- Marketing.
- Intercultural communication.
- Negotiation in business--Cross-cultural studies.
- Negotiation in business.
- Physical Description:
- 1 online resource (188 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Copenhagen ; Herndon, VA : Copenhagen Business School Press, c2002.
- Language Note:
- English
- Summary:
- "A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Packed with useful information and real-world examples, Marketing Across Cultures in Asia is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia."
- Contents:
- ""Contents""; ""About the Authors""; ""Foreword""; ""Marketing in Asia""; ""1. Sizing up the Market""; ""2. Business Behavior in Asia""; ""3. Laying the Groundwork""; ""4. Exploring a Network""; ""5. Getting It in Writing""; ""6. Putting It All Together""; ""7. What about Bill?""; ""Negotiating in Asia""; ""8. East Asia""; ""9. Southeast Asia""; ""Further reading""
- Notes:
- Description based upon print version of record.
- Includes bibliographical references.
- ISBN:
- 87-630-0995-1
- OCLC:
- 70771851
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