Communicating Globally / An Integrated Marketing Approach

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TextPublication details: 2000Edition: 1stDescription: 282ISBN:

333921372

Summary: This book offers a practitioner's perspective on integrated global marketing communication (IGMC) in action with vignettes, four complete case studies of well-recognized multinational brands, and one study case. Transitioning into the 21st-Century Marketplace, Understanding the Emerging Global Marketplace, How Marketing Communication Works, Integrated Communication or Integrated Marketing Communication, Developing Integrated Global Marketing Communication Programs, Implementing the IGMC Strategy, From Strategy to Creative Execution: Capturing the Imagination of Consumers and Publics, IGMC Drivers and Agency Interaction, An Integrated View of IGMC Management and Vendor Compensation, Developing IGMC Investments and Measurements, The Way Forward: Overcoming Barriers with IGMC Solutions, Bibliography, Index.

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Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	658.848 SCH (Browse shelf(Opens below))	1	Available	9780000013286

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Previous	658.848 PAN V.I Διεθνές Εξαγωγικό Μάρκετινγκ. Τόμος I	658.848 PAT Διεθνές Μάρκετινγκ	658.848 PAT Διεθνές και Εξαγωγικό Marketing στα Πλαίσια της Παγκοσμιοποίησης	658.848 SCH Communicating Globally / An Integrated Marketing Approach	658.848 USU Marketing across cultures /	658.8480941 WAL International Trade Procedures and Management / Fourth Edition	658.85 GIL The Principles and Practice of Selling / Published on Behalf of the Chartered Institute of Marketing	Next

This book offers a practitioner's perspective on integrated global marketing communication (IGMC) in action with vignettes, four complete case studies of well-recognized multinational brands, and one study case. Transitioning into the 21st-Century Marketplace, Understanding the Emerging Global Marketplace, How Marketing Communication Works, Integrated Communication or Integrated Marketing Communication, Developing Integrated Global Marketing Communication Programs, Implementing the IGMC Strategy, From Strategy to Creative Execution: Capturing the Imagination of Consumers and Publics, IGMC Drivers and Agency Interaction, An Integrated View of IGMC Management and Vendor Compensation, Developing IGMC Investments and Measurements, The Way Forward: Overcoming Barriers with IGMC Solutions, Bibliography, Index.

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Communicating Globally / An Integrated Marketing Approach

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