360-degree brand communication and management

Author: Mark Blyler
Publisher:
Publish Date: 2004-09-01
Features: This book provides a wealth of case studies, proven effective cases from multinational companies such as American Express, IBM, and Procter & Gamble. For businesses and brand agencies eager to build successful and profitable brands, this is an indispensable, groundbreaking work. The book describes how Omnicom Group has used its "360-degree brand management" model to achieve tremendous success for multinational companies operating in Asia. From a practical perspective, this book comprehensively examines how various marketing departments collaborate to build stronger brands and offers highly valuable guidance.