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A thoroughly updated second edition of the bestselling book Asian Brand Strategy, Martin Roll provides a comprehensive framework for understanding Asian branding strategies and Asian brands, based on new research and supported throughout by a wealth of new?case studies. He offers trusted insights, knowledge, and perspectives into: the mind-set of the Asian boardroom, the Oriental Asia of the past, better understanding consumer behaviour patterns,?and how Asian managers need to become trendsetters to succeed. It includes?a user-friendly strategic model and examples of success stories and challenges.??