Building brands in Asia
Subtitle: from the inside out
By: Tim Andrews and Wilson Chew
Contributors: Chew, Wilson, 1970- author
Published: 2017
Language: eng
Number of pages: 225
ISBN-13: 9780415549837; 9780415549844
Subjects: Brand name products; Marketing; Management; Branding (Marketing)
Notes: Includes bibliographical references (pages 207-213) and index.
Table of contents: title: Building brands : meaning, value, creation and clothing; title: Developing the brand : focus, consistency and alignment; title: Marketing the brand : image extension & cross-border development; title: Understanding asia : from the inside and out; title: Brand expressions I : consumer products; title: Brand expressions II : services; title: Postscript : destination Asia.