Business & Economics Books:

Communicating Globally

An Integrated Marketing Approach
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Hardback
Communicating Globally by Don E Schultz
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Description

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.

Author Biography

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 Martin Naughton Professor in Business Strategy at Queen's University School of Management, Belfast. 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.
Release date NZ
June 6th, 2000
Audiences
  • Postgraduate, Research & Scholarly
  • Professional & Vocational
  • Undergraduate
Country of Publication
United Kingdom
Illustrations
VII, 280 p.
Imprint
Red Globe Press
Pages
280
Dimensions
160x244x22
ISBN-13
9780333921371
Product ID
1632602

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