Articles liés à Communicating Globally: An Integrated Marketing Approach

Communicating Globally: An Integrated Marketing Approach - Couverture rigide

Schultz, Don E.; Kitchen, Philip J.

 
9780333921371: Communicating Globally: An Integrated Marketing Approach
Couverture rigide
ISBN 10 : 0333921372 ISBN 13 : 9780333921371
Editeur : Red Globe Press, 2000

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. USA.; PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull, UK.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Red Globe Press
Date d'édition
2000
Langue
anglais
ISBN 10 
0333921372
ISBN 13 
9780333921371
Reliure
Relié
Nombre de pages
280
Coordonnées du fabricant
non disponible
Personne responsable
non disponible