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

By: Contributor(s): Material type: TextPublication details: New York : Routledge, 2017.Description: xi, 225 pagesISBN:
  • 9780415549837 (hardback : alk. paper)
  • 9780415549844 (pbk. : alk. paper)
Subject(s): DDC classification:
  • 658.8B AND/B 23
Other classification:
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 Home library Call number Status Barcode
Book Institute of Management General Stacks Institute of Management 658.8B AND/B (Browse shelf(Opens below)) Available IMK15371

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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