Book Description

Every point of contact builds the brand.

Imagine all communciations reflecting the same deep insight. Imagine all media, from TV to packaging, from web sites to water wells, contributing to the brand.

The 360 Degree Brand in Asia decribes Ogilvy's proven sucess in helping both Asia-based to achieve greater success through its model of 360 Degree Brand Stewardship. This practical book offers valuable advice by taking a holitic look at communications and applying the necessary guidelines from each discipline to build a stronger and more profitable brand.

With 30 years, experience in the the Asian marketplace between them, the authors argee that the old, often derided concept of "intergration" should be given new life, and the long accepted, but little understood concepts of "loyalty" and "influence" be given special prominence in Asia. In addition, new concepts such as "brand challenge", "interplay" and "contextual creativity" are introduced as a way of illustrating how the idea becomes central to all thinking and action on behalf of the brand.

360 Degree branding is not for the faint hearted. An organization must embrace the thinking and overcome the practical difficulties in order to create the collaborative partnerships required to make it a reality. This unique book does not simply present a rosty philosophy, but it tackles many of the tough practical issues that make something that seems inherently simple, so hard to implement.

Supported by a wealth of impressive results-driven case studies including those from American Express, IBM Cerebos and Nestle. The 360 Degree Brand in Asia is a compelling manifesto for companies and agencies which want to build successful and more profitable brands in this region. ... Read more

Reviews (4)

Concepts Universal. Brief case studies Asian.
"in Asia" is a bit limiting/misleading.
The book is a great read and thoroughly explains the concepts behind 360 Branding. It presents a clear vision of where branding has been, and how branding anywhere must evolve and expand right now for the future. The Asia aspect comes at the end of each chapter with a short 1-3 page application/case study of that chapter's material "in Asia." It basically says, "Hey, this stuff works. Look what happened in Asia."

Yes, your communications need to be "integrated." But this shows book shows what that concept will mean in the future.

360-Degree Puffery
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.

Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.

The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.

If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.

Save your money. Use your common sens.

A book that really know the Asians
The book is a really easy reading and the best thing is about its understanding of Asians. The 360 degree branding concept is especially good at simulating readers to think about the unlimited possibilities of what a brand can do. Being an Asian, I am tired of reading books from Westeners who actually don't recognize the characteristics of people living here. This book, on the contrary, impresses me by discussing some interesting differences of Asians against Western people in the first chapter. The observations are deep and valid. And I truly believe that this understanding is crucial to every one working in the Asian branding industry.

A great read for anyone even vaguely interested in branding
I really enjoyed the book, and thought that it was a very easy to read, easy to understand book about branding in Asia. It's examples are entertaining and sometimes surprising, and what has been achieved in the Asian market is a good example of the future of world-wide branding. If anyone is even vaguely interested in branding, and not just in Asia, I recommend you read this book. ... Read more

Book Description

This new edition of Blunders in International Business is fully updated and revised, full of interesting anecdotes and has been significantly updated to include more than one hundred new international business blunders. Well-known old blunders have been replaced with these new ones in order to update the lessons learned. We often hear of business success stories. It seems that everyone is willing to relate past successes. However, unless these tales are absolutely incredible, we tend to forget them and consequently learn little of value. Mistakes, on the other hand, are seldom admitted, are easily remembered, and can be used to illustrate valuable lessons.

Blunders in International Business takes a fascinating look at how mistakes are made every day by large and small companies as they try to compete globally. Whether a translation mistake or a management mistake, David Ricks has uncovered many informative, entertaining blunders that will make this book hard to put down. ... Read more

Reviews (2)

This is a MUST read for all busines students
All business students should read this book. It is absolutely amazing to find out what people have already gone through to bring a business international.

Does your CEO have the audacity to believe that he will not make the same mistakes that others made? Is your marketing team prepared for each and every market? This book teaches you to carefully prepare for each and every market and not take ANYTHING for granted. Do your research, or you will be the punchline of an joke or two at some International Marketing conferences somewhere in the future.

Dave Ricks lays out everyone else's blunders in such a way that you wonder if they could have really happened. Although it is sad that these mistakes happened, the message is that without preparation people make big mistakes in international business. These major business mistakes could happen to anybody (who does not know to avoid them.)

If you are looking for anectdotes for a business class or international business curriculum, you can save yourself the trouble of research and find out what Mr. Ricks has painstakingly already researched.

Although there is no way to find out what to avoid in every market... today's business students should buy this book and read it often so they can recognize when they need help avoiding the pitfals in today's increasingly global business world.

As a biingual international manager of an import/export firm I see many of these blunders cropping up everyday. Some companies are better prepared to handle them before they become broadcast over teh whole world. Many Mexican companies I have seen do not know their translation takes on a funny twist in English. But if I told them would they believe me?... I hope reading this book will make me realize I need help myself sometimes too.

Dave Ricks is a respected faculty member at Thunderbird, one of the world's most innovative International Business Master's Programs.

Learn by laughing
If this is the book I think it is, first published in the 80's, it is the only business book that has ever made me laugh out loud. Over and over again.

Don't be put off -- it _is_ a serious business book, and it treats the issues in a systematic fashion. But it is well-written, too, and the examples the author uses to make his points will have you chuckling. ... Read more

Book Description

Short Course books are written from an international perspective for an international audience. ... Read more

Reviews (1)

Insightful!
Trade professional Jeffrey Edmund Curry provides a solid introduction to the principles of worldwide marketing. This book, with its simple definitions of basic marketing terms, will be most appreciated by lower-level employees at companies with newly expanded, global horizons. Newcomers to international business will find information on a wide range of key topics: understanding the role of governments, developing products for the foreign market, doing market research, preparing for market entry, developing distribution, advertising and promotion, making your initial contacts, staffing the new market, evaluating performance and creating a marketing plan and market audit. We [...] recommend that executives of companies with global ambitions read this book and pass it along to the people who'll execute new cross-border strategies.
... Read more

Book Description

Comprehensive guide to the culture, etiquette and communication of Vietnam. ... Read more

Reviews (4)

Good review
One will be able to peruse this work in an hour or so. Gives good working knowledge of Vietnamese ettiquette and mind-set. Great to have on hand as a reminder of what Vietnamese clients or students will expect from you. Generally accurate. Made me long for the days that I was fortunate enough to teach English to the Vietnamese.

Short, to the point intro to business etiquette in Vietnam
This is a quick, easy read for anyone who wants an introduction to Vietnamese culture, particularly business culture. The clip art in the book looks cheap and the authors could have used tone marks in the Vietnamese vocabulary section. (Vietnamese is a tonal language and using different tones changes the meaning of words.) But, overall it is a useful book for anyone planning a personal or business trip to Vietnam.

A must even for the non-business traveller
This is one of the two books I read in preparing for a 3 week stay in Vietnam. The content was right on the mark, and helpful for even this non-business traveler.

A Very Small But Informative Book
Since Vietnam has opened its doors to the West, many business are moving their production sites and facilities to this fascinating country. If you happen to be a businessperson in this situation or just a tourist, this book will help you understand your hosts mentality and their way of life. A "Must Read" before you leave, if you do not have a lot of time to read other books which go much more in-depth on the subject. ... Read more

Book Description

With the passage of GATT and NAFTA,trade barriers worldwide have been reduced or eliminated. This book provides legal, accounting, and tax strategies for those entering or already participating in the lucrative area of exports. ... Read more

Reviews (1)

A "must" resource for all international accountants.
Every member of our consulting staff has a copy of this publication, even those who are not directly involved in accounting and financial matters. It is used extensively in developing export pricing, forecasting and budgeting programs. An excellent business investment for serious exporters. ... Read more

Reviews (8)

Out of date
This book should prove to be of no help to anyone. The technology recommendations are completely out of date and there is little information on Importing/Exporting. I found it a waste of time.

i feel stupidar for having raed thiz buk
This book might be nice for a pre-kindergarten reading level and someone that has absolutely no serious interest in starting an import/export business, for the others i recommend not purchasing this crap. This book will only anger you when it defines importing as follows "Importing is, basically, the opposite of exporting..." Ya don't say!? I'm still searching for another import/export book worth a flip, so far i've found my best information from digging through the U.S. customs website, better luck to the rest of ya.

WRONG TITLE
The title of the book should be along the lines of starting a small business. Maybe the wrong jacket was put on it during publishing!

USELESS!
This book was of no help to me at all. I was looking for some detailed and complete information on regulations for export/ import businesses, on licensing, customs procedures, determination of duty-free products - and found none worth mentioning.
This book doesn't cover the specifics of import/export businesses. It didn't answer any of my questions!!!

Only a couple of pages talk about importing
It seems as if the author just used a generic "How to start your business" book and included some high level, obvious facts about importing. This book did not help me at all. It has no useful information whatsoever. ... Read more

Book Description

Reviews (4)

Alright, We Get the Point Already
The main thesis of this book is great and perfectly worth the effort that Bovard has made in exposing a real problem. However, you have surely never read a more repetitive book in your life. Here Bovard tackles the inefficiency and capriciousness of US "free trade" laws and the bizarre politics at the Commerce department. US trade officials make an art of penalizing foreign companies for behavior that US companies are subsidized to commit, and have attitudes toward imports that we pledge to go to war to prevent in other countries. All the rhetoric about "free" trade from politicians is swamped by protectionism in real life, with unfair and often ridiculous consequences. For example, politically motivated tariffs against imported steel, designed to save a few jobs in the American steel-production industry, have destroyed a far larger number of jobs in American steel-using industries.

Once again, the points here are excellent but the book isn't. First, Bovard is prone to blanket statements and polemics like "The U.S. International Trade Commission is a loose cannon on the shipdeck of the American economy." Worst of all, Bovard's main point of argument is the fact that there are thousands of extremely arbitrary and unfair trade sanctions in US trade relations. That's good to know, but Bovard apparently feels the need to explain just about every one of them in a ridiculously repetitive fashion. Bovard's main points could be made much more effectively in an in-depth magazine article, rather than a rambling 300+ page book that becomes a never-ending and mind-numbing list of numbers and regulations. Bovard apparently doesn't notice that he makes the same point several hundred times. [~doomsdayer520~]

Excellent
Bovard does a great job exposing protectionist idiocy, and his writing style makes a somewhat dry subject interesting.

Squares with my actual experience in Japan
I bought the book because Bovard clearly wasn't one of the two-week Okura Experts. For those not familiar with the local jargon, Okura Experts are Washington, D.C. appointees who run our trade policy based on a two week stay at the Okura, a luxury hotel near the American Embassy in Tokyo.

Like me, Bovard has been in the trenches and seen trade issues in Japan face-to-face. If you are willing to discard your media managed notions about how Japan cheats and is unfair on trade and look at the whole picture, this book is well worth the read.

Bovard is neither an apologist nor a basher, but I'll guarantee that if you read this book, you will never look at trade issues in the same way again.

Ideal for the citizen frustrated with US Govt hypocrisy
Bovard clearly expounds on the fact that our very own government is hiking the prices of consumer goods through the vehicle of trade restrictions. Via anti-dumping, quotas, arbitrary tariffs, and other forms of trade restrictions, America is violating the very principle of the free market that it worships. Full of countless statistics and facts (look at the number of footnotes), Bovard belabors his point beyond the threshold of absurdity. ... Read more

Reviews (1)

A frank, enlightening & objective look at Russian business.
This book is the only one I know of that has been written in recent times that has looked at Russian business in an objective way. Although the media tends to make judgements about different cultures, this book, as far as I see, is judgement free. One part I loved about the book, is that it starts off with the fact that the old stories of shortages are passé (this pleased me because after I returned from living in Belarus, many people asked me if there was food on the shelves of stores. After a while I started to get annoyed with people for asking me this when I found that shopping in Belarus, the Ukraine, and in Russia was still faster than your ordinary grocery line up in most other countries). For people interested in Russian business, this is an amazing book for learning about the psyche of the Russian consumer and the reasoning behind why Russian business is the way it is. More generally, however, this book has a broader appeal to those that are interested in people around the world. Whereas most books tend to take a stand on issues either for or against, the authors simply describe a situation, and allow readers to draw their own conclusions, which most of the time lead a person with at least an intermediate level of reasoning skills to realize that Russian business practices and ethics are not necessarily better or worse than those in our respective countries, just different, and that in a broader sense, the history of a country plays a very large role in the determination of how business practices are carried out, as well as what is and isn't considered ethical. Another advantage of this book is that it is up-to-date from people in a good position to know. Although I am unaware of Mr. Wilson's profession in St. Petersburg, I knew beforehand that Mr. Donaldson is an editor for the St. Petersburg Press, who has the initial perception of a Westerner, but the experience of a native, which holds a lot more credibility with me than a professor who has read books on the subject, analysed press releases from accross the ocean, etc. to deliver information to the readers. Definitely worth reading!!! ... Read more

Book Description

Comprehensive guide to the culture, etiquette and communication of the United States. ... Read more

Reviews (1)

Passport USA - Excellent Book
Excellent book for people new to the United States.Faster read than similar books like Culture Shock and to the point.Offers information on a variety of topics that is very easy to understand and put into practice. ... Read more

Reviews (1)

Well written
I could tell that the authors knew their stuff. Very informative ... Read more

Reviews (1)

Global Marketing
It's a very organized book, very updated, very rich in useful information. It was my textbook for my MBA 261 class, and i enjoy having it. The questions at the end of each chapter helped me to be well-prepared for my midterms and final exam. ... Read more

Book Description

With the passage of GATT and NAFTA, there has been a corresponding increase in imports and therefore an increase in the balance of trade. This book provides sound advice and strategies on importing and discusses accounting, financial, and legal implications. ... Read more

Reviews (1)

A great overview and brush-up
As a seasoned professional in the export/import business, I like this book for its breadth of substance. This could also be an interesting college or graduate school textbook for those pursuing a career in the field. ... Read more

Book Description

There are now more than three hundred city-regions around the world with populations of more than one million. As globalization intensifies, these city-regions come to pose many new questions and problems. This book presents a highly original and multifaceted review of these issues by some of the leading researchers in the field. It seeks at once to define the question of global city-regions and to describe the internal and external dynamics that shape them; it proposes a theorization of global city-regions based on their economic and political responses to intensifying levels of globalization; and it offers a number of policy insights into the severe social problems that confront global city-regions as they come face to face with an economically and politically neoliberal world. ... Read more

Book Description

This insightful book assesses the impact of the WTO, and the globalization of law, through two new multilateral agreements--the General Agreement on Trade in Services (GATS) and the Agreement on Trade-Related Aspects of Intellectual Property (TRIPs). It explains how these agreements push trade policies "behind the border," mediating conflicts between contrasting legalities. Detailed case studies address topics of global significance: competition between legal services, ownership claims to the genetic codes, and access to on-line media. ... Read more

Book Description

This annotated and edited anthology brings together the documents most closely related to the making of American foreign and national security policy. It focuses on the Constitutional context; the organizational context; strategy, doctrine, and policy; arms control and disarmament; and multilateralism in terms of security, economy, and identity.The U.S. Constitution, Foreign Policy and National Security. Legislative-Executive Authority. The Constitutional Allocation of War Powers. Foreign Policy and National Security in the Executive Branch. Before World War II. World War II. The Cold War. Nuclear Weapons, Deterrence and Foreign Policy. Controlling Armaments. Spatial Limits: Geographic or Locational Approaches to Arms Control. Functional Approaches to Conflict and Arms Control. Global Organizations. Collective Security and Collective Defense. The Environment and the Economy. Human Rights.For anyone interested in American Foreign Policy, Defense Policy, Foreign Policy Making. ... Read more

Book Description

Much has been written about the rise of the Asian economies in recent decades, and their coming economic dominance in the next century.The New Asian Emperors shows how and why overseas Chinese companies are achieving dominance in the Asia Pacific.In the wake of the Asian Currency crisis, this book takes a fresh look at the role of the overseas Chinese as they continue to create some of Asia's most wealthy and successful companies.

In particular, the authors tackle the principal difference between Western and Eastern business practices.The overseas Chinese, due to their origins and history developed a unique form of management - now they maintain it as their competitive advantage.

Although Asian governments are currently floundering, the overseas Chinese networks continue to prosper.The authors explain the following to Eastern and Western managers:

the sources and characteristics of overseas Chinese management,
how to combat the overseas Chinese,
the strengths and exploitable weaknesses of the overseas Chinese,
whether overseas Chinese management practices will spread in the same way as Japanese management did,
whether Western management technologies will find themselves outclassed.

A feature of the book are the exclusive, in-depth interviews with the New Asian
Emperors since most of them avoid the press and little is known of them.

- Develops a systematic theory of the Overseas Chinese networks and how they strategize
- Draws on interviews with CEOs of major Overseas Chinese companies, many of whom have never granted interviews before to academics ... Read more

Reviews (42)

A book that is borrowed but rarely returned...
I notice that this book has generated a lot of talk and I would like to add my two cents. I am currently based in Hong Kong and travel and do business through South East Asia. I picked up this book on the airport as I deal regularly with the Overseas Chinese. I had planned to read it and discard it -- I have re-read it several times; my original, thumbed copy was "borrowed" and never returned. I have since bought another copy which I do not display in my office.

New Asian Emperors covers some very profound aspects of doing business with the Overseas Chinese and East Asians generally. However, it does so in a non-intimidating and straight-forward fashion.

This is a beautifully written and polished book. Actually, I never did locate the sentence on "Taosim" to which one of the reviewers below referred. I was particularly impressed by the chapter on Confucianism: I received a degree in East Asian philosophy and wish some of my text books had communicated the concepts so simply. East Asian philosphies and ethics emphasize duality and ambiguity. The economist who wrote the review seems unable to comprehend that this is the terrain with which the authors had to deal.

Many of the concepts first introduced in New Asian Emperors have been covered since in the popular press and "borrowed" by other authors with little or no credit given (see Frank-Jurgen Richter and Ming Jer-Chen). It's a credit to this book, its ideas and their exposition, that it still remains the leader in explaining how to do business with the Overseas Chinese, that continue to dominate the important markets of South East Asia. It's also the book most found on the book shelves of executives that are dealing with East Asian operations -- when it not borrowed ;-). I have been informed by clients and employees that they read it at university in Singapore, Hong Kong, the USA and China. This book has value.

Not just another book on Asian business
As an investment specialist in charge of an international fund, I travel extensively to Asia. I regularly read books on Asian business and economies -- Asian Advantage, Asian Disadvantage, Asia Rising, Asia Falling. This book is not part of the pack. It takes a long-term view not linked tightly to present economic circumstances and perceptions. Haley et al. stick their necks out and make bold, counter-intuitive prescriptions for partners and investors. I also learnt that the Overseas Chinese family businesses operate like (though significant differences of course exist)family businesses elsewhere, with lessons for all. A book worth reading

Simply Overrated
This is a good, but not a great book on the so-called Overseas Chinese, focusing on their business culture and strategy. Co-written by three professors, the work has an academic feel to it, but can also serve as a primer for businessmen wanting to learn about their SE Asian Overseas Chinese counterparts.

This book does not deserve a five-star rating. It is simplistic, and likely to be of value only to the person who has no experience or knowledge of Asia and the Overseas Chinese. Some of the text is unnecessary. Why did the authors put in a rough history of early Chinese philosophy? It's too simple to be valuable and yet takes up too much room in an already short work.

The book does have some good points. I enjoyed the sketches of certain Overseas Chinese business leaders, some of whom I knew nothing about. There is also some original research here on the business environment in SE Asia, specifically on the lack of information that helps the Overseas Chinese maintain an edge against outside competitors in their home markets.

Very insightful book
I really learned a lot from this book -- more about the culture and business environment of Asia than I thought I would from this slim book. I work as manager for Asian operations.

Excellent practical insights grounded in theory
I give this book 5 stars! I do agree with the "Economist"'s review that this is an important book. I will go so far as to say that this is an essential book for understanding how the Overseas Chinese companies operate. They are family companies --but a lot more and that's the ground this book covers.

I disagree with Boris B's review below. I certainly did not read the book he did! Other than the opening quotes for each chapter, I very much doubt he read the book! I found this book extremely clear and straightforward. I also thought all theories were presented as simply as possible (sometimes the concepts are complex) and well-backed up with examples from the authors' extensive business practice and research. ... Read more