Description
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.
