Communicating globally :
Schultz, Don E.
Communicating globally : an integrated marketing approach / Don E. Schultz, Philip J. Kitchen. - Lincolnwood, Chicago, Ill. : NTC Business Books, c2000. - 280 p. : ill. ; 24 cm.
Includes bibliographical references (p. 267-273) and index.
Transitioning into the 21st century marketplace -- Understanding the emerging global marketplace -- How marketing communication works -- Integrated communication or integrated marketing communication -- Developing integrated global marketing communication programs -- Implementing the IGMC strategy -- From strategy to creative execution: capturing the imagination of consumers and publics -- IGMC drivers and agency interaction -- An integrated view of IGMC management and vendor compenstion -- Developing IGMC investments and measurements -- The way forward: overcoming barriers with IGMC solutions.
0844225223
99043187
Export marketing.
Export marketing--Management.
Communication, International.
Export marketing--Case studies.
HF1416 / .S35 2000
Communicating globally : an integrated marketing approach / Don E. Schultz, Philip J. Kitchen. - Lincolnwood, Chicago, Ill. : NTC Business Books, c2000. - 280 p. : ill. ; 24 cm.
Includes bibliographical references (p. 267-273) and index.
Transitioning into the 21st century marketplace -- Understanding the emerging global marketplace -- How marketing communication works -- Integrated communication or integrated marketing communication -- Developing integrated global marketing communication programs -- Implementing the IGMC strategy -- From strategy to creative execution: capturing the imagination of consumers and publics -- IGMC drivers and agency interaction -- An integrated view of IGMC management and vendor compenstion -- Developing IGMC investments and measurements -- The way forward: overcoming barriers with IGMC solutions.
0844225223
99043187
Export marketing.
Export marketing--Management.
Communication, International.
Export marketing--Case studies.
HF1416 / .S35 2000