MARC details
| 000 -LEADER |
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| fixed length control field |
02521nam a22002297a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20190917143137.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
190831b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780415549844 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.827095 |
| Item number |
AND |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Andrews, Tim G. |
| 245 ## - TITLE STATEMENT |
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| Title |
Building brands in Asia: from the inside out |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2017 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xi, 225 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
GBP |
| Price amount |
35.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Table of Contents<br/><br/>Chapter 1. Introduction<br/><br/>Chapter 2 – Building Brands: Meaning, Value, Creation & Clothing<br/><br/>Chapter 3 – Developing the Brand: Focus, Consistency and Alignment<br/><br/>Chapter 4 – Marketing the Brand: Image Extension & Cross-border Development<br/><br/>Chapter 5 – Understanding Asia: From the Inside and Out<br/><br/>Chapter 6 – Brand Expressions I: Consumer Products<br/><br/>Chapter 7 – Brand Expressions II: Services |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
Description<br/>In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.<br/><br/>Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now.<br/><br/>Through a variety of sector and country contexts – from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and clearly the value, meaning, auditing, aligning, extending and architecture of brands from the likes of Haier, Ah Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai Airways in markets as diverse as Japan, Laos, Korea and Singapore. Replete with anecdotes, interviews and case studies, Andrews and Chew provide an insightful, detailed and timely examination for all those interested in today’s primary corporate preoccupation set in the world’s most exciting marketplace. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand name products--Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Brand marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Chew, Wilson |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |