The 360 Degree Brand in Asia: Creating More Effective Marketing Communications: Amazon.ca: Mark Blair, Richard Armstrong, Mike Murphy: Books

Product Description

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.
Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy & Mather, Asia-Pacific.

Book Info

Unique book does not simply present a rosty philosophy, but it tackles many of the tough practical issues that make something that seems inherently simple, so hard to implement.

See all Product Description

Tag this product

(What's this?)

Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items.

Customer Reviews

5 Reviews

5 star:		(3)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(2)

Average Customer Review

3.4 out of 5 stars (5 customer reviews)

Share your thoughts with other customers:

Create your own review

Most helpful customer reviews

5.0 out of 5 stars Concepts Universal. Brief case studies Asian., Aug 29 2003

By A Customer

This review is from: The 360 Degree Brand in Asia: Creating More Effective Marketing Communications (Hardcover)

"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.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

1.0 out of 5 stars 360-Degree Puffery, Aug 27 2003

By A Customer

This review is from: The 360 Degree Brand in Asia: Creating More Effective Marketing Communications (Hardcover)

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 sense.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

1.0 out of 5 stars 360-Degree Puffery, Aug 27 2003

By A Customer

This review is from: The 360 Degree Brand in Asia: Creating More Effective Marketing Communications (Hardcover)

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.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

Share your thoughts with other customers: Create your own review

› See all 5 customer reviews on Amazon.ca

Want to see more reviews on this item?

› Go to Amazon.com to see all 5 reviews 3.4 out of 5 stars

Most recent customer reviews

5.0 out of 5 stars A book that really know the Asians
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... Read more

Published on Jun 19 2003 by Yeung See Ming Kevin

5.0 out of 5 stars A great read for anyone even vaguely interested in branding
I really enjoyed the book, and thought that it was a very easy to read, easy to understand book about branding in Asia. Read more