Communicating globally : an integrated marketing approach

Name: Communicating globally : an integrated marketing approach
Author: Schultz, Don E、 kitchen, Philip J. (Martin Naughton Professor in Business Strategy, Queen's University School of Management, Belfast)、Kitchen Philip J.
ISBN: 9780333921371

Corporate globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book aims to supply 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 explain the latest marketing communications theories, and illustrate them with examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc.

著者: Schultz, Don E、 kitchen, Philip J. (Martin Naughton Professor in Business Strategy, Queen's University School of Management, Belfast)、Kitchen Philip J.
出版社: Macmillan;NTC Business Books
発売日: 2000年1月発売
価格: 価格未定（税込・書誌情報提供：openBD）
ISBN: 9780333921371

発売済み

Xでシェア