Building brands in Asia : from the inside out /
Andrews, Tim G.,
Building brands in Asia : from the inside out / Tim G. Andrews and Wilson Chew. - New York : Routledge, 2017. - xi, 225 pages ;
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.
9780415549837 (hardback : alk. paper) 9780415549844 (pbk. : alk. paper)
Marketing--Asia.
Branding (Marketing)--Asia.
Brand name products--Asia
658.8B AND/B
Building brands in Asia : from the inside out / Tim G. Andrews and Wilson Chew. - New York : Routledge, 2017. - xi, 225 pages ;
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.
9780415549837 (hardback : alk. paper) 9780415549844 (pbk. : alk. paper)
Marketing--Asia.
Branding (Marketing)--Asia.
Brand name products--Asia
658.8B AND/B