Communicating Globally
An Integrated Marketing Approach
Published on 6. June 2000
Book
Hardback
VII, 280 pages
978-0-333-92137-1 (ISBN)
Description
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.
Reviews / Votes
'At last...a book that truly lives up to its claims of an integrated approach to marketing. It has no peer within marketing literature and its practitioners are similarly rare, despite many protestations to the contrary. Advertisers and agencies alike can only founder if they fail to eschew and heed its messages!' - Juliet Williams, Director, Strategic Management Resources 'As Schultz and Kitchen's pathbreaking book shows customer acquisition, retention and loyalty are now pivotal to 21st century global business strategy and brand building. Schultz and Kitchen comprehensively define the strategic and operational imperatives required to implement a Global Marketing Communication plan. Their work is theoretically exceptionally well grounded as well as being practically useful.' - Sylvia D. Meli, Group Planning Director, Grey Advertising Ltd.More details
Edition
2000
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 240 mm
Width: 161 mm
Thickness: 20 mm
Weight
605 gr
ISBN-13
978-0-333-92137-1 (9780333921371)
Schweitzer Classification
Other editions
New editions
Philip J. Kitchen | Marwa E. Tourky
Integrated Marketing Communications
A Global Brand-Driven Approach
Book
01/2022
2nd Edition
Palgrave Macmillan
€69.54
Shipment within 7-9 days
Persons
DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. He is editor of the Journal of Direct Marketing and author of several bestselling books and president of his own consulting company, Agora, Inc. He is the industry-leading thinker on integrated marketing communications and strategic brand communications.
PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.
PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.
Content
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.