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Building Brands in Asia: From the Inside Out by Time G. Andrews and Wilson Chew

By: Andrews, Tim G.
Contributor(s): Chew, Wilson.
Material type: materialTypeLabelBookPublisher: Oxon Routledge 2017Description: 225p.ISBN: 9780415549844.Subject(s): Branding (Marketing) - Asia | Brand name products - Asia - ManagementDDC classification: 658.8​27095
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Institute of Management
General 658.8​27095 AND (Browse shelf) Available M0033946
Total holds: 0

1. Introduction
2. Building brands: meaning, value, creation & clothing
3. Developing the brand: focus, consistency and alignment
4. Marketing the brand: image extension & cross-border development
5. Understanding Asia: from the inside and out
6. Brand expressions I: consumer products
7. Brand expressions II: services.
8. Postscript: destination Asia

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