Communicating globally : an integrated marketing approach / Don E. Schultz, Philip J. Kitchen.
Material type: TextPublication details: Lincolnwood, Chicago, Ill. : NTC Business Books, c2000.Description: 280 p. : ill. ; 24 cmISBN:- 0844225223
- HF1416 .S35 2000
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Books | Zetech Library - TRC General Stacks | Non-fiction | HF 1416 .S35 2000 (Browse shelf(Opens below)) | C.2 | Available | Z007760 |
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HF1416 .J43 2004 Global marketing strategies / | HF 1416 .M55 1996 Export Marketing for a Small Handicraft Business / | HF1416 .M84 1999 International Marketing : | HF 1416 .S35 2000 Communicating globally : | HF2580.9 .B68 2008 The expected benefits trade liberation for world income and development: | HF2580.9 .B68 2008 The expected benefits trade liberation for world income and development: | HF 5341 .A6 1994 Modern business administration / |
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.
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