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The 360 degree brand in Asia : creating more effective marketing communications / by Mark Blair, Richard Armstrong, Mike Murphy.

By: Contributor(s): Publication details: Singapore : John Wiley & Sons (Asia), 2003.Description: xvi, 215 p. : ill. ; 24 cmISBN:
  • 0470820578
Subject(s): LOC classification:
  • HF5415.123 .B555 2003
Contents:
The New Brand Environment -- The 360 Degree Imperative -- Integration Redefined -- The "God" campaign (Singapore) -- Orientating Around a Brand Challenge -- Milo (Thailand) -- What Makes a Great Brand Idea? -- San Miguel Light Beer (HK) -- Brand Loyalty is the Ultimate Goal -- Brand's (Asia-Pacific) -- Discovery is a Due Diligence -- Kelvinator (India) -- Brand Involvement is King -- Left Bank Cafe (Taiwan) -- Creating Interplay -- IBM e-Society (China) -- Collaborative Partnerships--the Spirit of Cross-Discipline Integration -- American Express "Blue" (Singapore) -- Conclusion: The Pacific Century--the Future of Brands in Asia.
Holdings
Item type Current library Home library Shelving location Call number Status Date due Barcode
Books Books American University in Dubai American University in Dubai Main Collection HF 5415.123 .B555 2003 (Browse shelf(Opens below)) Available 100039

Includes index.

The New Brand Environment -- The 360 Degree Imperative -- Integration Redefined -- The "God" campaign (Singapore) -- Orientating Around a Brand Challenge -- Milo (Thailand) -- What Makes a Great Brand Idea? -- San Miguel Light Beer (HK) -- Brand Loyalty is the Ultimate Goal -- Brand's (Asia-Pacific) -- Discovery is a Due Diligence -- Kelvinator (India) -- Brand Involvement is King -- Left Bank Cafe (Taiwan) -- Creating Interplay -- IBM e-Society (China) -- Collaborative Partnerships--the Spirit of Cross-Discipline Integration -- American Express "Blue" (Singapore) -- Conclusion: The Pacific Century--the Future of Brands in Asia.

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