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360 Degree Brand in Asia : Creating More Effective Marketing Communications

360 Degree Brand in Asia : Creating More Effective Marketing Communications - 03 edition

ISBN13: 978-0470820575

Cover of 360 Degree Brand in Asia : Creating More Effective Marketing Communications 03 (ISBN 978-0470820575)
ISBN13: 978-0470820575
ISBN10: 0470820578
Cover type:
Edition: 03
Copyright: 2003
Publisher: John Wiley & Sons, Inc.
Published: 2003
International: No

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360 Degree Brand in Asia : Creating More Effective Marketing Communications - 03 edition

ISBN13: 978-0470820575

Mark Blair, Richard Armstrong and Mike Murphy

ISBN13: 978-0470820575
ISBN10: 0470820578
Cover type:
Edition: 03
Copyright: 2003
Publisher: John Wiley & Sons, Inc.
Published: 2003
International: No
Summary

A professional's guide to forecasting budget allocations and planning brand marketing campaigns.

360° marketing is a proprietary method of looking at brand marketing developed by Ogilvy & Mather's international partners. As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. In 360° Brand, Mike Murphy and Mark Blair-both seasoned Ogilvy & Mather employees-reveal this new method to readers and explain in simple, straightforward terms how it works. Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestlé, and Milo, this book is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner.

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