TY  - BOOK
AU  - Blair,Mark
AU  - Armstrong,Richard
AU  - Murphy,Mike
TI  - The 360 degree brand in Asia: creating more effective marketing communications 
SN  - 0470820578
AV  - HF5415.123 .B555 2003
PY  - 2003///
CY  - Singapore
PB  - John Wiley & Sons (Asia)
KW  - Communication in marketing
KW  - Asia
KW  - Brand name products
KW  - Marketing
N1  - 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
ER  -