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Inhaltsangabe
This text is designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage. Shows how to successfully strategise, select appropriate communication tactics and execute a global communication plan.
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Reseña del editor
This text is designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage. Shows how to successfully strategise, select appropriate communication tactics and execute a global communication plan.
Reseña del editor
How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, Communicating Globally shows 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. Based on the strong theoretical foundations of integrated marketing communication (IMC), Communicating Globally offers a practitioner's perspective on integrated global marketing communication (IGMC) in action through vignettes, four complete case studies of well-recognized multinational brands, and one study case. Praise for Communicating Globally "In the 21st century, the ability of ad agencies to provide worldwide, integrated marketing services for their clients will become essential. Only those marketers and agencies with the ability to brand products and services globally will thrive. Communicating Globally provides a roadmap on how to do it right." O. Butch Drake, president-CEO, American Association of Advertising Agencies "No one can provide a guaranteed formula for future success, but Communicating Globally comes awfully close. By combining an astute knowledge of the global marketplace, emerging trends and technologies, and good old common sense, Don Schultz and Philip Kitchen illuminate the path for successful brand building in the 21st century." Ed Faruolo, vice president, corporate marketing communications, CIGNA Corporation "Don Schultz has done it again! Hisunique and highly readable approach is a must for companies looking to market globally in the new century. Communicating Globally offers an important road map through the maze of global marketing communications." James R. Gregory, CEO, Corporate Branding, LLC "This book is important because it brings the concept of integrated marketing communications (IMC) into full international focus for the first time. This focus is maintained throughout the whole structure and it makes the book a truly conceptual work. The case studies that illustrate the practical ramification of international IMC yield significant general as well as specific lessons." John Philip Jones, Syracuse University "The 1990's introduced integrated marketing--understanding and communicating relevantly with customers by using information. Communicating Globally now takes the same principles and adapts them to today's dynamic global marketplace. Even better, it is written in a style that makes it easy for a non-marketer to fully understand the importance of managing a brand." John R Wallis, vice president of marketing, Hyatt International Corporation
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- VerlagMcGraw-Hill Inc.,US
- Erscheinungsdatum2000
- ISBN 10 0844225223
- ISBN 13 9780844225227
- EinbandTapa dura
- SpracheEnglisch
- Anzahl der Seiten280
- Kontakt zum HerstellerNicht verfügbar
EUR 3,06
EUR 6,55 für den Versand von Vereinigtes Königreich nach Deutschland
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Communicating Globally: An Integrated Marketing Approach
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Zustand: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In poor condition, suitable as a reading copy. Dust Jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,700grams, ISBN:9780844225227. Artikel-Nr. 8591261
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Communicating Globally
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Hardcover. Zustand: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less 1.27. Artikel-Nr. G0844225223I2N00
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