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COMMUNICATING GLOBALLY : AN INTEGRATED APPROACH

DON E. SCHULTZ , PHILIP J. KITCHEN

2000

BOOK
Category

COMMUNICATION IN MARKETING

Abstract DESIGNED TO HELP EXECUTIVES POSITION AND LEVERAGE MARKETING COMMUNICATION IN THE GLOBAL ARENA AND USE IT TO THEIR ONGOING STRATEGIC ADVANTAGE, COMMUNICATING GLOBALLY SHOWS HOW TO SUCCESSFULLY STRATEGIZE , SELECT APPROPRIATE COMMUNICATION TACTICS , AND THEN EXECUTE A GLOBAL COMMUNICATION PLAN THET ENCOMPASSES ALL SOURCES OF COMMUNICATION, BOTH INTERNAL AND EXTERNAL. BASED ON THE DTRONG THEORETICAL FOUNDATIONS OF INTEGRATED MARKETING COMMUNICATION, COMMUNICATING GLOBALLY OFFERS A PRACTITIONER'S PERSPECTIVE ON INTEGRATED GLOBAL MARKETING COMMUNICATION IN ACTION THROUGH VIGNETTES , FOUR COMPLETE CASE STUDIES OF WELL- RECOGNIZED MULTINATIONAL BRENDS, AND ONE STUDY CASE.

ISBN 0333921372
Author(s) DON E. SCHULTZ , PHILIP J. KITCHEN
Credits
Edition 1ST ED.
Year 2000
Publisher PALGRAVE
Type BOOK
Keywords MARKETING COMMUNICATIONS
Language English
Collation 280 P., 20 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Nicosia B 7 No A