Marketing in Thailand: design, aesthetics and superstition

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Andrews, T.G. and Bechter, C.; Andrews, Tim,G. and Siengthai, S, eds. (2009) Marketing in Thailand: design, aesthetics and superstition. In: The Changing Face of Management in Thailand. Working in Asia . Routledge, London. ISBN 978-0-415-44332-6

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Abstract

In the decade following the Asian financial crisis of 1997-1998, the management of organizations in Thailand has undergone significant change and development. The Changing Face of Management in Thailand examines in-depth the development of management during this pivotal period in the country's recent history. The book draws together an impressive assortment of scholars, consultants and practitioners, whose experience and expertise significantly enhance our knowledge and understanding of this complex, multi-faceted Asian economy. The book is divided into 3 main sections: an examination of the political, economic, social and technological changes from 1997-2008 specialist chapters that contextualise these developments from the marketing, HR and finance perspectives concluding sections focusing on public sector organizations, women managers, corporate governance, e-communication and the 'Thailand Brand'. With a wealth of vignettes, anecdotes and illustrative quotations bringing each chapter to life, this volume offers a refreshing, updated and in-depth analysis of this rich, diverse and fascinating nation.

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