Communicating Globally: An Integrated Marketing Approach - Hardcover

Don E. Schultz; Philip J. Kitchen

Hardcover

ISBN 10: 0333921372 ISBN 13: 9780333921371

Publisher: Red Globe Press, 2000

Synopsis

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.

About this title

Review:

'At last...a book that truly lives up to its claims of an integrated approach to marketing.' -- Juliet Williams, Director, Strategic Management Resources

'Schultz and Kitchen comprehensively define the strategic and operational imperatives required to implement a Global Marketing Communication plan.' -- Sylvia D. Meli, Group Planning Director, Grey Advertising Ltd.

From the Back Cover:

As power in the global marketplace shifts from manufacturer to end-user, communication can no longer be viewed as simply a tactical or support activity. Rather, today's successful global organizations consider communication a strategic management tool viewed in terms of investment, return, and how it can both enhance and improve the success of the organization. From best-selling business author Don Schulz and Philip Kitchen, a well-known United Kingdom author and scholar, comes this new book on the principles and application of integrated marketing communication (IMC) in the global marketplace. Designed to help executives position and leverage marketing communication in the global arena to their ongoing strategic advantage, "Communicating Globally" is the first book to explore IMC from a global perspective. Directed to professionals at multinational organizations who are struggling with how to integrate their communication strategies both internally and across borders, "Communicating Globally" provides readers with the knowledge and skills they need in the emergent subject of integrated global marketing communication (IGMC). How can a company effectively communicate its message to customers and prospects all over the world or ensure that its branding messages "travel"? Readers are guided on how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. The text is based on the strong theoretical foundations of IMC, but also includes many examples in practice through vignettes, four complete case studies, and one study case.

About this edition

• Publisher: Red Globe Press
• Publication date: 2000
• ISBN 10: 0333921372
• ISBN 13: 9780333921371
• Binding: Hardcover
• Number of pages: 280