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9780470820575

The 360 Degree Brand in Asia: Creating More Effective Marketing Communications

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  • ISBN13:

    9780470820575

  • ISBN10:

    0470820578

  • Format: Hardcover
  • Copyright: 2003-02-01
  • Publisher: WILEY
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List Price: $29.95

Summary

Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy & Mather, Asia-Pacific.

Author Biography

<b>Mark Blair</b> is the Managing Director of Ogilvy and Mather in Japan. He came to Asia in 1996. As Director of Strategy of the Ogilvy Group in Asia-Pacific, he has been a key player in the development of the theory of 360 Degree brand thinking, bringing coherence and consistency to the application of the new mantra across Ogilvy's many different specialist disciplines. <p> <b>Richard Armstrong</b> is a Regional Planning Director (Asia Pacific). Richard has been in Asia for five years, and with Ogilvy for three of those. His role has taken him all over the region, developing brand and marketing strategies for multinational and local clients alike, and he has been keenly involved in the implementation of 360 Degree brand communications in all its guises. <p> <b>Mike Murphy</b> is the CEO Asia-Pacific of New Networks and Chairman of Enterprise IG Asia Pacific. Mike has worked for Ogilvy and Mather for over 24 years and the last 18 in Asia-Pacific. Mike has lived in London, Hong Kong, Indonesia, Malaysia and Singapore. He has run two of Ogilvy's businesses across the world, and has vast experience working with Asian and international clients in every market in Asia Pacific.

Table of Contents

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.

Supplemental Materials

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