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Communicating Globally

Name: Communicating Globally
Brand: Bloomsbury Publishing
SKU: 04600117
Price: 54.89 EUR
Availability: InStock
Author: Don E. Schultz
ISBN: 9780333921371

An Integrated Marketing Approach

Don E. Schultz

Philip J. Kitchen

Philip J. kitchen

Language

English

Book Hardback

Libristo code: 04600117

Publishers Bloomsbury Publishing, June 2000

Corporate globalization has created a growing worldwide demand for guidance on how to apply the prin... Full description

Libristo code: 04600117

134 b

54.89 € VAT included

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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.