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Communicating Globally: An Integrated Marketing Approach

Autor Don E. Schultz, Philip J. Kitchen
en Limba Engleză Hardback – 5 iun 2000
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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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

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.