The 360 degree brand in Asia: creating more effective marketing communications
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore
John Wiley & Sons (Asia)
2003
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XVI, 215 S. Ill. |
| ISBN: | 0470820578 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV017039061 | ||
| 003 | DE-604 | ||
| 005 | 20030818 | ||
| 007 | t | ||
| 008 | 030401s2003 si a||| |||| 00||| eng d | ||
| 010 | |a 2003268929 | ||
| 020 | |a 0470820578 |9 0-470-82057-8 | ||
| 035 | |a (OCoLC)51794454 | ||
| 035 | |a (DE-599)BVBBV017039061 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a si |c SG | ||
| 049 | |a DE-1049 |a DE-1046 | ||
| 050 | 0 | |a HF5415.123 | |
| 082 | 0 | |a 658.8/0095 |2 21 | |
| 084 | |a QP 624 |0 (DE-625)141914: |2 rvk | ||
| 100 | 1 | |a Blair, Mark |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The 360 degree brand in Asia |b creating more effective marketing communications |c by Mark Blair, Richard Armstrong, Mike Murphy |
| 264 | 1 | |a Singapore |b John Wiley & Sons (Asia) |c 2003 | |
| 300 | |a XVI, 215 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 7 | |a Marke |2 swd | |
| 650 | 7 | |a Markenartikel |2 swd | |
| 650 | 7 | |a Markenpolitik |2 swd | |
| 650 | 4 | |a Brand name products |z Asia |x Marketing | |
| 650 | 4 | |a Communication in marketing |z Asia | |
| 651 | 4 | |a Asien | |
| 700 | 1 | |a Armstrong, Richard |e Sonstige |4 oth | |
| 700 | 1 | |a Murphy, Mike |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/wiley032/2003268929.html |3 Table of contents | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010282519&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-010282519 | ||
Datensatz im Suchindex
| _version_ | 1804129936176316416 |
|---|---|
| adam_text | Contents
Acknowledgments ix
Preface xi
Chapter 1 The New Brand Environment 1
Chapter 2 The 360 Degree Imperative 11
Chapter 3 Integration Redefined 25
Ccu e Study 1: The God campaign (Singapore) 31
Chapter 4 Orientating Around a Brand Challenge 39
Com Study 2: Milo (Thailand) 48
Chapter 5 What Makes a Great Brand Idea? 57
Ccwe Study 5: San Miguel Light Beer (HK) 74
Chapter 6 Brand Loyalty is the Ultimate Goal 81
Coi e Study 4: Brand , (Ana Pacific) 96
Chapter 7 Discovery is a Due Diligence 105
Case Study 5: Kelvinalor (India) 121
Chapter 8 Brand Involvement is King 127
Ca e Study 6: Left Bank Cafe (Taiwan) 141
Chapter 9 Creating Interplay 149
Case Study 7: IBM e Society (China) 159
Chapter 10 Collaborative Partnerships —
the Spirit of Cross Discipline Integration 165
Ctiute Study 8: American Expre Blue (Singapore) 184
Conclusion The Pacific Century —
the Future of Brands in Asia 193
Index 213
Interludes
Culturally Unique Media
1. Hub caps in Singapore 10
2. SMS Texting in the Philippines 23
3. Broadband Internet in South Korea 37
4. I mode in Japan 52
5. Wells and hand pumps:
A rural marketing campaign in India 79
6. Folk events in Sri Lanka 102
7. Safe Sex and Thailand s Elephants 124
8. The Star Ferry in Hong Kong 146
9. Puppet shows in Indonesia 163
10. Beijing Bicycles 190
|
| any_adam_object | 1 |
| author | Blair, Mark |
| author_facet | Blair, Mark |
| author_role | aut |
| author_sort | Blair, Mark |
| author_variant | m b mb |
| building | Verbundindex |
| bvnumber | BV017039061 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.123 |
| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)51794454 (DE-599)BVBBV017039061 |
| dewey-full | 658.8/0095 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/0095 |
| dewey-search | 658.8/0095 |
| dewey-sort | 3658.8 295 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01626nam a2200445zc 4500</leader><controlfield tag="001">BV017039061</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20030818 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">030401s2003 si a||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2003268929</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0470820578</subfield><subfield code="9">0-470-82057-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)51794454</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV017039061</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">si</subfield><subfield code="c">SG</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1049</subfield><subfield code="a">DE-1046</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.123</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/0095</subfield><subfield code="2">21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 624</subfield><subfield code="0">(DE-625)141914:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Blair, Mark</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The 360 degree brand in Asia</subfield><subfield code="b">creating more effective marketing communications</subfield><subfield code="c">by Mark Blair, Richard Armstrong, Mike Murphy</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Singapore</subfield><subfield code="b">John Wiley & Sons (Asia)</subfield><subfield code="c">2003</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVI, 215 S.</subfield><subfield code="b">Ill.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes index.</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marke</subfield><subfield code="2">swd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Markenartikel</subfield><subfield code="2">swd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="2">swd</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Brand name products</subfield><subfield code="z">Asia</subfield><subfield code="x">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield><subfield code="z">Asia</subfield></datafield><datafield tag="651" ind1=" " ind2="4"><subfield code="a">Asien</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Armstrong, Richard</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Murphy, Mike</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/toc/wiley032/2003268929.html</subfield><subfield code="3">Table of contents</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010282519&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-010282519</subfield></datafield></record></collection> |
| geographic | Asien |
| geographic_facet | Asien |
| id | DE-604.BV017039061 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:13:03Z |
| institution | BVB |
| isbn | 0470820578 |
| language | English |
| lccn | 2003268929 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010282519 |
| oclc_num | 51794454 |
| open_access_boolean | |
| owner | DE-1049 DE-1046 |
| owner_facet | DE-1049 DE-1046 |
| physical | XVI, 215 S. Ill. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | John Wiley & Sons (Asia) |
| record_format | marc |
| spelling | Blair, Mark Verfasser aut The 360 degree brand in Asia creating more effective marketing communications by Mark Blair, Richard Armstrong, Mike Murphy Singapore John Wiley & Sons (Asia) 2003 XVI, 215 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes index. Marke swd Markenartikel swd Markenpolitik swd Brand name products Asia Marketing Communication in marketing Asia Asien Armstrong, Richard Sonstige oth Murphy, Mike Sonstige oth http://www.loc.gov/catdir/toc/wiley032/2003268929.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010282519&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Blair, Mark The 360 degree brand in Asia creating more effective marketing communications Marke swd Markenartikel swd Markenpolitik swd Brand name products Asia Marketing Communication in marketing Asia |
| title | The 360 degree brand in Asia creating more effective marketing communications |
| title_auth | The 360 degree brand in Asia creating more effective marketing communications |
| title_exact_search | The 360 degree brand in Asia creating more effective marketing communications |
| title_full | The 360 degree brand in Asia creating more effective marketing communications by Mark Blair, Richard Armstrong, Mike Murphy |
| title_fullStr | The 360 degree brand in Asia creating more effective marketing communications by Mark Blair, Richard Armstrong, Mike Murphy |
| title_full_unstemmed | The 360 degree brand in Asia creating more effective marketing communications by Mark Blair, Richard Armstrong, Mike Murphy |
| title_short | The 360 degree brand in Asia |
| title_sort | the 360 degree brand in asia creating more effective marketing communications |
| title_sub | creating more effective marketing communications |
| topic | Marke swd Markenartikel swd Markenpolitik swd Brand name products Asia Marketing Communication in marketing Asia |
| topic_facet | Marke Markenartikel Markenpolitik Brand name products Asia Marketing Communication in marketing Asia Asien |
| url | http://www.loc.gov/catdir/toc/wiley032/2003268929.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010282519&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT blairmark the360degreebrandinasiacreatingmoreeffectivemarketingcommunications AT armstrongrichard the360degreebrandinasiacreatingmoreeffectivemarketingcommunications AT murphymike the360degreebrandinasiacreatingmoreeffectivemarketingcommunications |