Book

Communicating Globally: An Integrated Marketing Approach

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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.

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Availability

Detail Information

Series Title

Business & Economics, Advertising & Promotion, Marketing, General, Sales & Selling

Call Number

658.848

Publisher

UK London : Macmillan Education UK., 2000-06-06T11:24:53+

Collation

1 online resource (280 pages) : illustrations

Language

ISBN/ISSN

978-0333921371

Classification

658.848

Content Type

-

Media Type

-

Carrier Type

-

Edition

1st Edition

Subject(s)

Management Sciences

Specific Detail Info

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Statement of Responsibility

Don E. Schultz & P. Kitchen

Other version/related

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