The 360 Degree Brand In Asia: Creating More Effective Marketing Communications

A professional's guide to forecasting budget allocations and planning brand marketing campaigns. 360 Degrees 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 Degrees 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, Nestle, 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.