Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying 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 not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.

Communicating Globally: An Integrated Marketing Approach

Business & Money

Schultz, Don E.

Kitchen, P.

International

Red Globe Press

Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.

Marketing Metaphors and Metamorphosis

Marketing & Sales

PALGRAVE~MACMILLAN

<p>Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.</p>

See the best price to sell, buy, or rent books by Kitchen, P.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kitchen, P.

See the best price to sell, buy, or rent books by Kitchen, P.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Communicating Globally: An Integrated Marketing Approach

Marketing Metaphors and Metamorphosis

Marketing Metaphors and Metamorphosis