Communicating globally : an integrated marketing approach
著者
書誌事項
Communicating globally : an integrated marketing approach
Macmillan , NTC Business Books, 2000
- : uk
- : us
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注記
"Macmillan Business" -- t.p.
Includes bibliographical references (p. 267-273) and index
内容説明・目次
- 巻冊次
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: uk ISBN 9780333921371
内容説明
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.
目次
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.
- 巻冊次
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: us ISBN 9780844225227
内容説明
This text is designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage. Shows how to successfully strategise, select appropriate communication tactics and execute a global communication plan.
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