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Communicating Globally: An Integrated Marketing Approach By Don E. Schultz

Communicating Globally: An Integrated Marketing Approach
by Don E. Schultz

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders.
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Communicating Globally: An Integrated Marketing Approach Summary


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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Additional information

Sku
GOR001682806
Title
Communicating Globally: An Integrated Marketing Approach
Author
Condition
Very Good
Binding type
Hardback
Publisher
Palgrave Macmillan
Year published
Number of pages
280
ISBN 10
0333921372
ISBN 13
9780333921371
Prizes
N/A
Cover note
Book picture is for illustrative purposes only, actual cover or edition may vary.
Note
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.