| Communicating Globally: An Integrated Marketing Approach 2000 Edition Contributor(s): Schultz, Don E. (Author), Kitchen, P. (Author) |
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ISBN: 0333921372 ISBN-13: 9780333921371 Publisher: Red Globe Press OUR PRICE: $47.47 Product Type: Hardcover - Other Formats Published: June 2000 |
| Additional Information |
| BISAC Categories: - Business & Economics | International - Marketing - Business & Economics | Exports & Imports - Business & Economics | Marketing - General |
| Dewey: 658.848 |
| Physical Information: 0.69" H x 6.14" W x 9.21" (1.29 lbs) 280 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |