Description - Marketing Across Cultures in Asia by Richard R. Gesteland
A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. With useful information and real-world examples, the text is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia. The first section offers basic guidelines for marketing in Asia. There is discussion of the critical subjects which are important to success or failure in the region - including planning, research, product and pricing decisions, legal issues, and contract negotiation. A special focus is made on sales channel alternatives and development - including important selection criteria and management techniques. Part two offers international marketers down-to-earth guidance on how to conduct successful negotiations in Japan, South Korea, China, Philippines, Indonesia, Malaysia, Singapore, Thailand, Vietnam, Myanmar, Bangladesh and India. Readers should learn how to build effective relationships with potential business partners, anticipate Asian counterparts' bargaining styles and avoid common negotiating mistakes.
Buy Marketing Across Cultures in Asia by Richard R. Gesteland from Australia's Online Independent Bookstore, Boomerang Books.
(230mm x 160mm x mm)
Copenhagen Business School Press
Publisher: Copenhagen Business School Press
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Book Reviews - Marketing Across Cultures in Asia by Richard R. Gesteland
Author Biography - Richard R. Gesteland
George F. Seyk is a practicing international executive with over 18 years experience managing sales channels in Asia - including positions as Managing Director of Korea and Country Manager of Japan. He has practical experience in distribution management, joint venture and subsidiary development as well as contract and licensing negotiation. Richard R. Gesteland spent 30 years as an international manager - including three expatriate assignments in Asia - before founding the Global Management consultancy in 1994. Since then he has trained thousands of business people and international marketing students in Europe, Latin America, the Asia-Pacific region and the USA in how to reach agreement across cultures.