Andrews, Tim G.
Building brands in Asia : from the inside out / Tim G. Andrews and Wilson Chew. - 1st ed. - xi, 225 pages ; 25 cm
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.
9780415549844
2016050542
Marketing--Asia.
Branding (Marketing)--Asia.
Brand name products--Management.--Asia
HF5415.12.A8 / A53 2017
658.827 / ANDT
Building brands in Asia : from the inside out / Tim G. Andrews and Wilson Chew. - 1st ed. - xi, 225 pages ; 25 cm
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.
9780415549844
2016050542
Marketing--Asia.
Branding (Marketing)--Asia.
Brand name products--Management.--Asia
HF5415.12.A8 / A53 2017
658.827 / ANDT
