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Communicating globally : an integrated marketing approach / Don E. Schultz, Philip J. Kitchen.

By: Contributor(s): Material type: TextTextPublication details: Lincolnwood, Chicago, Ill. : NTC Business Books, c2000.Description: 280 p. : ill. ; 24 cmISBN:
  • 0844225223
Subject(s): LOC classification:
  • HF1416 .S35 2000
Contents:
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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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - TRC General Stacks Non-fiction HF 1416 .S35 2000 (Browse shelf(Opens below)) C.2 Available Z007760

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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