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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010018553 | HF5415.123 B55 2003 | Open Access Book | Advance Management | Searching... |
Searching... | 30000005180702 | HF5415.123 B55 2003 | Open Access Book | Book | Searching... |
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Summary
Summary
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.
Author Notes
Mark Blair is the Managing Director of Ogilvy and Mather in Japan. He came to Asia in 1996. As Director of Strategy of the Ogilvy Group in Asia-Pacific, he has been a key player in the development of the theory of 360 Degree brand thinking, bringing coherence and consistency to the application of the new mantra across Ogilvy's many different specialist disciplines.
Richard Armstrong is a Regional Planning Director (Asia Pacific). Richard has been in Asia for five years, and with Ogilvy for three of those. His role has taken him all over the region, developing brand and marketing strategies for multinational and local clients alike, and he has been keenly involved in the implementation of 360 Degree brand communications in all its guises.
Mike Murphy is the CEO Asia-Pacific of New Networks and Chairman of Enterprise IG Asia Pacific. Mike has worked for Ogilvy and Mather for over 24 years and the last 18 in Asia-Pacific. Mike has lived in London, Hong Kong, Indonesia, Malaysia and Singapore. He has run two of Ogilvy's businesses across the world, and has vast experience working with Asian and international clients in every market in Asia Pacific.
Table of Contents
| Acknowledgments | p. ix |
| Preface | p. xi |
| Chapter 1 The New Brand Environment | p. 1 |
| Chapter 2 The 360 Degree Imperative | p. 11 |
| Chapter 3 Integration Redefined | p. 25 |
| Case Study 1 The "God" campaign (Singapore) | p. 31 |
| Chapter 4 Orientating Around a Brand Challenge | p. 39 |
| Case Study 2 Milo (Thailand) | p. 48 |
| Chapter 5 What Makes a Great Brand Idea? | p. 57 |
| Case Study 3 San Miguel Light Beer (HK) | p. 74 |
| Chapter 6 Brand Loyalty is the Ultimate Goal | p. 81 |
| Case Study 4 Brand's (Asia-Pacific) | p. 96 |
| Chapter 7 Discovery is a Due Diligence | p. 105 |
| Case Study 5 Kelvinator (India) | p. 121 |
| Chapter 8 Brand Involvement is King | p. 127 |
| Case Study 6 Left Bank Cafe (Taiwan) | p. 141 |
| Chapter 9 Creating Interplay | p. 149 |
| Case Study 7 IBM e-Society (China) | p. 159 |
| Chapter 10 Collaborative Partnerships--the Spirit of Cross-Discipline Integration | p. 165 |
| Case Study 8 American Express "Blue" (Singapore) | p. 184 |
| Conclusion: The Pacific Century--the Future of Brands in Asia | p. 193 |
| Index | p. 213 |
