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Inhaltsangabe
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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Über die Autorin bzw. den Autor
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.
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As power in the global marketplace shifts from manufacturer to end-user, communication can no longer be viewed as simply a tactical or support activity. Rather, today's successful global organizations consider communication a strategic management tool viewed in terms of investment, return, and how it can both enhance and improve the success of the organization. From best-selling business author Don Schulz and Philip Kitchen, a well-known United Kingdom author and scholar, comes this new book on the principles and application of integrated marketing communication (IMC) in the global marketplace. Designed to help executives position and leverage marketing communication in the global arena to their ongoing strategic advantage, "Communicating Globally" is the first book to explore IMC from a global perspective. Directed to professionals at multinational organizations who are struggling with how to integrate their communication strategies both internally and across borders, "Communicating Globally" provides readers with the knowledge and skills they need in the emergent subject of integrated global marketing communication (IGMC). How can a company effectively communicate its message to customers and prospects all over the world or ensure that its branding messages "travel"? Readers are guided on how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. The text is based on the strong theoretical foundations of IMC, but also includes many examples in practice through vignettes, four complete case studies, and one study case.
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- VerlagBloomsbury 3PL
- Erscheinungsdatum2000
- ISBN 10 0333921372
- ISBN 13 9780333921371
- EinbandTapa dura
- SpracheEnglisch
- Anzahl der Seiten292
- Kontakt zum HerstellerNicht verfügbar
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Communicating Globally: An Integrated Marketing Approach
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Communicating Globally: An Integrated Marketing Approach
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Communicating Globally : An Integrated Marketing Approach
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Palgrave Macmillan Limited, 2000
ISBN 10: 0333921372
ISBN 13: 9780333921371
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Communicating Globally: An Integrated Marketing Approach
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Gebunden. Zustand: New. 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 thi. Artikel-Nr. 458426610
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Communicating Globally: An Integrated Marketing Approach
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