THE 360 DEGREE BRAND IN ASIA

Author: Mark Blair Richard Armstrong Mike Murphy
Publisher: John Wiley and Sons Ltd
Publish Date: 2006-09-01
Features: Book Description A professional's guide to forecasting budget allocations and planning brand marketing campaigns 360 degrees marketing is a proprietary method of looking at brand marketing developed by Ogilvy Mather's international partners. As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. In 360 degrees Brand, Mike Murphy and Mark Blair - both seasoned Ogilvy Mather employees - reveal this new method to readers and explain in simple, straightforward terms how it works. Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestle, and Milo, this book is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner. Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy Mather, Asia-Pacific.
Publisher Comments: A professional's guide to forecasting budget allocations and planning brand marketing campaigns 360 marketing is a proprietary method of looking at brand marketing developed by Ogilvy Mather's international partners. As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. In 360 Brand, Mike Murphy and Mark Blair - both seasoned Ogilvy Mather employees - reveal this new method to readers and explain in simple, straightforward terms how it works. Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestle, and Milo, this book is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner. Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy Mather, Asia-Pacific.
Book Dimension Height (mm) 236 Width (mm) 161