By Richard R. Gesteland, George F. Seyk, Published 2002, Copenhagen Business School Press DK. ISBN 8763000946.

A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Two sections offer basic guidelines for marketing in Asia, followed by country by country guidance on conducting negotiations and successful business relationships.

Part One offers basic guidelines for marketing in Asia. Critical subjects are discussed that are important to success or failure in the region - including planning, research, product and pricing decisions, legal issues, and contract negotiation. A special focus is made on sales channel alternatives and development - including important selection criteria and management techniques.

Part Two offers international marketers down-to-earth guidance on how to conduct successful negotiations in Japan, South Korea, China, Philippines, Indonesia, Malaysia, Singapore, Thailand, Vietnam, Myanmar, Bangladesh and India. Readers will learn how to build effective relationships with potential business partners, anticipate Asian counterparts' bargaining styles and avoid common negotiating mistakes.

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About the Author

George F. Seyk is a practicing international executive with over 18 years experience managing sales channels in Asia - including positions as Managing Director of Korea and Country Manager of Japan. He has practical experience in distribution management, joint venture and subsidiary development as well as contract and licensing negotiation.

Richard R. Gesteland spent 30 years as an international manager - including three expatriate assignments in Asia - before founding the Global Management consultancy in 1994. Since then he has trained thousands of business people and international marketing students in Europe, Latin America, the Asia-Pacific region and the USA in how to reach agreement across cultures.

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