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