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Marketing Management in Asia

Paliwoda, Stanley and Andrews, Tim and Chen, Junsong, eds. (2012) Marketing Management in Asia. Routledge Studies in International Business and the World Economy . Routledge, Taylor & Francis Group. ISBN 978-0-415-52317-2

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Abstract

This book is different and seeks to fulfil an important gap in knowledge and even thinking. The map of the world which is traditionally learned by youngsters in school is a flat one which has Europe at the centre, Russia to the right and Canada to the left. What is not self evident is that the distance between North America and Russia is only thirty miles across the Bering Straits. Add to this the fact until the arrival of the Arno Peters projection with digital technology, we had to make a tradeoff between the needs of navigation and the physical size represented of the individual countries which might then fuel political claims of territorial ownership. Yet land size is but one major factor, another is population and this is starts to explain the need for this book. Asia represents the two largest populations in the world: China and India. Now, many books have focused on the rise of these two countries but this one takes a different approach. We seek to focus on Asia not just because it contains the world’s two most populous countries but because these two countries and continuing to expand economically at the same time. With the compounding effect of high successive levels of annual economic growth, we start to see the true potential of Asia and the need to reconsider traditionally held views.