Alfred Street (University of Auckland Store)
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Communicating Globally : An Integrated Marketing Approach
Hardback Edition: 1
Corporate globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book aims to supply 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 explain the latest marketing communications theories, and illustrate them with examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc.
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Pages : 288
Publication date : 2000-06-07
Publisher : Palgrave
Subjects: Non-fiction, Business / Law, Marketing