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Title: The 360 Degree Brand in Asia: Creating More Effective Marketing Communications by Mark Blair, Richard Armstrong, Mike Murphy ISBN: 0-470-82057-8 Publisher: John Wiley & Sons Pub. Date: 21 February, 2003 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 4 (4 reviews)
Rating: 5
Summary: Concepts Universal. Brief case studies Asian.
Comment: "in Asia" is a bit limiting/misleading.
The book is a great read and thoroughly explains the concepts behind 360 Branding. It presents a clear vision of where branding has been, and how branding anywhere must evolve and expand right now for the future. The Asia aspect comes at the end of each chapter with a short 1-3 page application/case study of that chapter's material "in Asia." It basically says, "Hey, this stuff works. Look what happened in Asia."
Yes, your communications need to be "integrated." But this shows book shows what that concept will mean in the future.
Rating: 1
Summary: 360-Degree Puffery
Comment: This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.
Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sens.
Rating: 5
Summary: A book that really know the Asians
Comment: The book is a really easy reading and the best thing is about its understanding of Asians. The 360 degree branding concept is especially good at simulating readers to think about the unlimited possibilities of what a brand can do. Being an Asian, I am tired of reading books from Westeners who actually don't recognize the characteristics of people living here. This book, on the contrary, impresses me by discussing some interesting differences of Asians against Western people in the first chapter. The observations are deep and valid. And I truly believe that this understanding is crucial to every one working in the Asian branding industry.
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Title: How Asia Advertises : The Most Successful Campaigns in Asia-Pacific and the Marketing Strategies Behind Them by Jim Aitchison ISBN: 0470820551 Publisher: John Wiley & Sons Pub. Date: 24 May, 2002 List Price(USD): $45.00 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market by Paul Temporal ISBN: 0471479101 Publisher: John Wiley & Sons Pub. Date: 10 August, 2001 List Price(USD): $21.95 |
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Title: Clio Awards: 43rd Annual Awards Competition (Clio Awards Annual, 3rd Ed) by Rockport Publishers ISBN: 1564969657 Publisher: Rockport Publishers Pub. Date: April, 2003 List Price(USD): $55.00 |
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Title: Ogilvy on Advertising by David Ogilvy ISBN: 039472903X Publisher: Vintage Pub. Date: 12 March, 1985 List Price(USD): $24.00 |
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