XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education

Communicating Globally

An Integrated Marketing Approach

Author(s):
Publisher:

Palgrave

Pages: 280
Downloads:

Flyer

Further Actions:

Recommend to library

AVAILABLE FORMATS

Hardcover - 9780333921371

06 June 2000

$59.99

In stock

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and...

Show More

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.

Show Less

Don Schultz is a bestselling author and the industry leading thinker on Integrated Marketing Communications and strategic brand communications and he is known worldwide
Philip Kitchen is known worldwide for his expertise in this area and, given that this is a global book, combined authorship makes this a particularly strong package
This is the first book to apply the principles of integrated marketing communication to the global marketplace meeting the growing demand for information and analyses on this subject from marketing students and practitioners
Includes original and contemporary case studies

Transitioning into the 21st Century Marketplace
Understanding the Emerging Global Marketplace
How Marketing Communications Works
Integrated Communication or Integrated Marketing Communication
Developing Integrated Global Marketing Communication (IGMC) Programs
Implementing the IGMC Strategy
From Strategy to Creative Execution: Capturing the Imagination of Consumers and Public
IGMC Drivers and Agency Interaction
An Integrated View of IGMC Management and Vendor Compensation
The Way Forward: Overcoming Barriers with IGMC Solutions
Case One: British Telecom
Case Two: DeBeers
Case Three: Oral B
Case Four: Dow Chemical
Case Five: Orange PLC.

Add a review

DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. He is editor of the Journal of Direct Marketing and author of several bestselling books and president of his own consulting company, Agora, Inc. He is the industry-leading thinker on integrated marketing communications and strategic brand communications.

PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.

Show More

DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. He is editor of the Journal of Direct Marketing and author of several bestselling books and president of his own consulting company, Agora, Inc. He is the industry-leading thinker on integrated marketing communications and strategic brand communications.

PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.

Show Less

New Publications 

Best Sellers