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
Summary
Annotation "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. Here are basic guidelines for marketing in Asia. Critical subjects are discussed that are important to success or failure in the region. A special focus is made on sales channel alternatives and development - including important selection criteria and management techniques. Readers will learn how to build effective relationships with potential business partners, anticipate Asian counterparts' bargaining styles and avoid common negotiating mistakes."
