Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010106484 | HD69.B7 B37 2002 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Written by Ian Batey, the creator of the Singapore Girl and Asia's most respected practitioner in the field this book is your essential resource for building a brand with staying power in Asia.
Batey crusades a massive global marketing war in which Asian brands rise from nothing to beat Western and Japanese power brands at their own game. He identifies how a diverse range of products and commodities in Asia, Australia and India can become global power brands. What you need are focused applications of the three C's: Creativity, Courage and Confidence.
The book leads readers through the Asian marketing minefield, sharing the step-by-step strategic processes of famous market leaders. It takes you behind the scenes for a glimpse of Singapore Airlines, Mercedes-Benz, Shangri-La Hotels, Singapore Tourism Board, Tiger Beer, United Overseas Bank, and more. The author delivers page after page of practical and inspiring guidance, spiced with his often, irreverent wit and illuminated with brand-building ads, unique charts and diagrams.
Author Notes
Ian Batey and his advertising agency are Asian legends. He is the man behind Asia's best-known brand - the Singapore Airlines Girl.
He has campaigned for many causes, including the arts, education, the environment and served on Singapore's National Council Against Drugs Abuse. In 1990, the Wall Street Journal nominated Batey as one of the leading advertising personalities in Asia. Media & Marketing magazine, Hong Kong, elected him as Asia's Top Ad Man of the Year 1997. In 1998, his agency was hailed Asia's most creative by Campaign Brief . In 1999, he received the first Lifetime Achievement Award bestowed by the Institute of Advertising Singapore. As the agency's Chairman Emeritus, Batey now has time to indulge his passions - travel, art and grandchildren.
