Communicating Globally: An Integrated Marketing Approach

ISBN-13: 9780333921371 / Angielski / Twarda / 2000 / 280 str.

Professor Don E. Schultz; Professor Philip J. Kitchen

Opis

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.

Spis treści

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.

O autorze

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.