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Building brands in Asia : from the inside out / Tim G. Andrews and Wilson Chew.

By: Contributor(s): Material type: TextTextPublisher: London ; New York , Routledge, Taylor & Francis Group, 2017Edition: 1st edDescription: xi, 225 pages ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780415549844
Subject(s): Additional physical formats: Online version:: Building brands in AsiaDDC classification:
  • 658.827 1 ANDT
LOC classification:
  • HF5415.12.A8 A53 2017
Contents:
Introduction -- Building brands: meaning, value, creation & clothing -- Developing the brand: focus, consistency and alignment -- Marketing the brand: image extension & cross-border development -- Understanding asia: from the inside and out -- Brand expressions I: consumer products -- Brand expressions II: services.
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Holdings
Item type Current library Collection Call number Status Barcode
Book Book St Aloysius Institute of Management & Information Technology MBA 658.827 ANDT (Browse shelf(Opens below)) Available MBA14323
Total holds: 0

Includes bibliographical references (pages 207-213) and index.

Introduction -- Building brands: meaning, value, creation & clothing -- Developing the brand: focus, consistency and alignment -- Marketing the brand: image extension & cross-border development -- Understanding asia: from the inside and out -- Brand expressions I: consumer products -- Brand expressions II: services.

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