| 作者简介： Dr. Paul Temporal is Asia’s leading global expert on brand strategy and management. He has over 25 years of experience in consulting and training, and is a much sought after speaker. He has consulted for many of the top corporations and governments in Asia and across the world, and is well known for his practical and results-oriented approach. He has taught at leading business schools, and is an Associate Fellow at the University of Oxford and a Visiting Professor in Marketing at Shanghai Jiao Tong University, China. Dr. Temporal has published numerous best-selling books, including Branding in Asia, Advanced Brand Management, and Asia’s Star Brands. |
| Acknowledgements Preface 1.The Birth of MTV 2.Building Global Brand Equity 3.21st-century Branding: The "Relationship Age" 4.MTV and Global Urban Youth Culture 5.MTV Brand Anatomy 6.The MTV Brand and Business Strategies 7.Competitive Analysis and Brand Development 8.Brand Execution: Giving Youth a Total Music Experience 9.Brand Management 10.Brand-Building Case Studies: MTV India and MTV China 11.The Future of the MTV Brand Index |
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