TY  - BOOK
AU  - Andrews,Tim G.
AU  - Chew,Wilson
TI  - Building brands in Asia: from the inside out 
SN  - 9780415549844
AV  - HF5415.12.A8 A53 2017
U1  - 658.827 1
PY  - 2017///
CY  - London, New York
PB  - Routledge, Taylor & Francis Group
KW  - Marketing
KW  - Asia
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Management
N1  - 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
ER  -