Communicating Globally
An Integrated Marketing Approach
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Beschreibung
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.
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
Autor*in
Don E. Schultz