Blair, Mark. <br/><br/>
The 360 degree brand in Asia :  creating more effective marketing communications / 
 Creating more effective marketing communications 
by Mark Blair, Richard Armstrong, Mike Murphy. 
 - Singapore :  John Wiley & Sons (Asia),  c2003. 
 - xvi, 215 p. :  ill. ;  24 cm. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0470820578 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Marketing.--Asia<br/>Communication in marketing--Asia.
<br/><br/><label>Dewey Class. No.: </label>658.80095  / BLA