TY  - BOOK
AU  - Schultz,Don E.
AU  - Kitchen,Philip J.
TI  - Communicating globally: an integrated marketing approach 
SN  - 0844225223
AV  - HF1416 .S35 2000
PY  - 2000///
CY  - Lincolnwood, Chicago, Ill.
PB  - NTC Business Books
KW  - Export marketing
KW  - Management
KW  - Communication, International
KW  - Case studies
N1  - 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
ER  -