| Description |
xvi, 215 pages : illustrations ; 24 cm |
|
regular print |
| Contents |
Machine derived contents note: Acknowledgments. -- Preface. -- Chapter 1. The New Brand Environment. -- Chapter 2. The 360 Degree Imperative. -- Chapter 3. Integration Redefined. -- Chapter 4. Orientating Around a Brand Challenge. -- Chapter 5. What Makes a Great Brand Idea? -- Chapter 6. Brand Loyalty is the Ultimate Goal. -- Chapter 7. Discovery is a Due Diligence. -- Chapter 8. Brand Involvement is King. -- Chapter 9. Creating Interplay. -- Chapter 10. Collaborative Partnerships ? The Spirit of Cross-Discipline Integration. -- Conclusion: The Pacific Century ? The Future of Brands in Asia. -- Index |
| Summary |
"The 360 Degree Brand in Asia describes Ogilvy's proven success in helping both Asia-based companies and mutlinationals operating in Asia-Pacific to achieve greater success through its model of 360 Degree Brand Stewardship. This practical book offers valuable advice by taking a holistic look at communications and applying the necessary guidelines from each discipline to build a stronger and more profitable brand."--BOOK JACKET |
| Notes |
Includes index |
| Subject |
Branding (Marketing) -- Asia.
|
|
Communication in marketing -- Asia.
|
| Author |
Murphy, Mike.
|
|
Armstrong, Richard.
|
| LC no. |
2003268929 |
| ISBN |
0470820578 |
|
