商品簡介
This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.
作者簡介
T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK and a Visiting Professor at University of Malaya, Malaysia.
Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China.
Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.
