Is Anybody Out There?
The New Blueprint for Marketing Communications
1st Edition
Published on 17. April 2003
Book
Hardback
250 pages
978-0-470-82090-2 (ISBN)
Description
Throughout Asia, brand managers are finding themselves trapped in an impossible maze of branding and communication issues. This title explores the two disciplines in Asia today, providing a complete, impartial appraisal of the new market dynamics.
More details
Persons
M. Austin, Asia-Pacific CEO of CIA
Content
Part One: If You Want to Get There, You Wouldn't Want to Start Here...; Chapter 1: The Dinosaurs are Behind you; Chapter 2: The Way Brand Owners Spend their Marketing Budgets Today; Chapter 3: Consumers in Asia; Chapter 4: Media Channel Communications; Part Two The New Paradigm; Chapter 5: The Only Constant is Change; Chapter 6: Technology in the New Paradigm; Part Three: Through the Maze; Chapter 7: Communications Channel Planning; Chapter 8: Building the Marketing Communications Plan; Chapter 9: Managing your Agency Partner; Chapter 10: Stop Shouting and Start Listening; Chapter 11: Television; Chapter 12: Print; Chapter 13: Radio, Cinema and Ambient Media; Chapter 14: New Media and Other Channels; Chapter 15: Return on Investments; Part Four: The Pitch; Part Five: The Way Forward.