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035			_a15774
020			_a333921372
040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aCommunicating Globally / An Integrated Marketing Approach
250			_a1st
260			_c2000
300			_a282
520			_aThis 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.
700	1		_aKitchen Philip J _91758
700	1		_aSchultz Don E _91759
942			_cBK
710	2		_aMacmillan Business _99714
999			_c1329 _d1329