Communicating Globally: An Integrated Marketing Approach
Autor Don E. Schultz, Philip J. Kitchenen Limba Engleză Hardback – 5 iun 2000
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Specificații
ISBN-13: 9780333921371
ISBN-10: 0333921372
Pagini: 280
Ilustrații: Illustrations
Dimensiuni: 155 x 235 x 22 mm
Greutate: 0.59 kg
Ediția:2000
Editura: Bloomsbury Publishing
Colecția Red Globe Press
Locul publicării:London, United Kingdom
ISBN-10: 0333921372
Pagini: 280
Ilustrații: Illustrations
Dimensiuni: 155 x 235 x 22 mm
Greutate: 0.59 kg
Ediția:2000
Editura: Bloomsbury Publishing
Colecția Red Globe Press
Locul publicării:London, United Kingdom
Caracteristici
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
Notă biografică
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.
Cuprins
Transitioning into the 21st Century Marketplace Understanding the Emerging Global Marketplace How Marketing Communications Works Integrated Communication or Integrated Marketing Communication Developing Integrated Global Marketing Communication (IGMC) Programs Implementing the IGMC Strategy From Strategy to Creative Execution: Capturing the Imagination of Consumers and Public IGMC Drivers and Agency Interaction An Integrated View of IGMC Management and Vendor Compensation The Way Forward: Overcoming Barriers with IGMC Solutions Case One: British Telecom Case Two: DeBeers Case Three: Oral B Case Four: Dow Chemical Case Five: Orange PLC.