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

By: Blair, Mark.
Contributor(s): Armstrong, Richard | Murphy, Mike.
Publisher: Singapore : John Wiley & Sons (Asia), c2003Description: xvi, 215 p. : ill. ; 24 cm.ISBN: 0470820578 (pbk.).Other title: Creating more effective marketing communications.Subject(s): Brand name products -- Asia -- Marketing | Communication in marketing -- AsiaDDC classification: 658.80095
Contents:
Acknowledgments. - Preface. - Ch. 1. The New Brand Environment. - Ch. 2. The 360 Degree Imperative. - Ch. 3. Integration Redefined. Case Study 1 : The "God" campaign (Singapore) - Ch. 4. Orientating Around a Brand Challenge. Case Study 2 : Milo (Thailand). - Ch. 5. What Makes a Great Brand Idea? Case Study 3 : San Miguel Light Beer (HK). - Ch. 6. Brand Loyalty is the Ultimate Goal. Case Study 4 : Brand's (Asia-Pacific). - Ch. 7. Discovery is a Due Diligence. Case Study 5 : Kelvinator (India). - Ch. 8. Brand Involvement is King. Case Study 6 : Left Bank Cafe (Taiwan). - Ch. 9. Creating Interplay. Case Study 7 : IBM e-Society (China). - Ch. 10. Collaborative Partnerships. The Spirit of Cross-Discipline Integration. Case study & American Express "Blue" (Singapore). - Conclusion : The Pacific Century - The Future of Brands in Asia. - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TC

Floor 4, Shelf 40, Side 1, TierNo 5, BayNo 1

 658.80095 BLA (Browse shelf) 1 Available GENxx,GENxx,02,GR 5000068528
Main Collection Taylor's Library-TU
658.80095 BLA (Browse shelf) 1 Available SOMAC,37000,03,AD 1001000179
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 8

 658.80095 BLA (Browse shelf) 1 Available SOMAC,37000,03,AD 5000034142
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 8

 658.80095 BLA (Browse shelf) 1 Available SOMAC,37000,03,AD 5000034140

Includes index.

Acknowledgments. - Preface. - Ch. 1. The New Brand Environment. - Ch. 2. The 360 Degree Imperative. - Ch. 3. Integration Redefined. Case Study 1 : The "God" campaign (Singapore) - Ch. 4. Orientating Around a Brand Challenge. Case Study 2 : Milo (Thailand). - Ch. 5. What Makes a Great Brand Idea? Case Study 3 : San Miguel Light Beer (HK). - Ch. 6. Brand Loyalty is the Ultimate Goal. Case Study 4 : Brand's (Asia-Pacific). - Ch. 7. Discovery is a Due Diligence. Case Study 5 : Kelvinator (India). - Ch. 8. Brand Involvement is King. Case Study 6 : Left Bank Cafe (Taiwan). - Ch. 9. Creating Interplay. Case Study 7 : IBM e-Society (China). - Ch. 10. Collaborative Partnerships. The Spirit of Cross-Discipline Integration. Case study & American Express "Blue" (Singapore). - Conclusion : The Pacific Century - The Future of Brands in Asia. - Index.