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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.

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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