Communicating Globally An Integrated Marketing Approach
| Author/creator | Schultz, Don E. Author |
| Other author | Kitchen, Philip J. Author |
| Format | Electronic |
| Publication Info | Blacklick : McGraw-Hill Companies, The |
| Description | 288 p. ill 09.100 x 06.200 in. |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Summary | Annotation "Written for professionals at multinational organizations who are struggling with how to integrate their communication strategies both internally and across borders, Communicating Globally provides readers with the knowledge and skills they need in the emergent subject of integrated global marketing communication (IGMC)." "How can a company effectively communicate its message to customers and prospects all over the world or ensure that its branding messages "travel"? Readers are guided on how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. The text is based on the strong theoretical foundations of IMC, but also includes many examples in practice through vignettes, four complete case studies, and one study case."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 99043187 |
| ISBN | 9780844225227 |
| ISBN | 0844225223 (Trade Cloth) Active Record |
| Standard identifier# | 9780844225227 |
| Stock number | 00016072 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |