Communicating globally: an integrated marketing approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Macmillan
2000
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Macmillan business
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 280 S. Ill. |
| ISBN: | 0333921372 |
Internformat
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| 100 | 1 | |a Schultz, Don E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Communicating globally |b an integrated marketing approach |c Don E. Schultz ; Philip J. Kitchen |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Macmillan |c 2000 | |
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| 650 | 7 | |a Internationalisatie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 4 | |a Globalisierung | |
| 650 | 4 | |a Communication, International | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing |x Management | |
| 650 | 0 | 7 | |a Marktkommunikation |0 (DE-588)4131075-5 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Multinationales Unternehmen |0 (DE-588)4075092-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Kitchen, Philip J. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008881406&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804127732988116992 |
|---|---|
| adam_text | Contents
1 Transitioning into the 21st century Marketplace 1
2 Understanding the Emerging Global Marketplace 19
3 How Marketing Communication Works 35
4 Integrated Communication or Integrated
Marketing Communication 51
5 Developing Integrated Global Marketing
Communication Programs 67
6 Implementing the IGMC Strategy 87
7 From Strategy to Creative Execution: Capturing the
Imagination of Consumers and Publics 121
8 IGMC Drivers and Agency Interaction 143
9 An Integrated View of IGMC Management and
Vendor Compensation 163
10 Developing IGMC Investments and Measurements 179
11 The Way Forward: Overcoming Barriers
with IGMC Solutions 207
Appendix 1:
Case Studies
Case Study 1: British Telecom 217
Case Study 2: De Beers 227
Case Study 3: Dow Chemical 235
Case Study 4: Orange PLC 241
Appendix 2: The Oral B Study Case 253
Bibliography 267
Index 275
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:38:02Z |
| institution | BVB |
| isbn | 0333921372 |
| language | English |
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| physical | 280 S. Ill. |
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| spelling | Schultz, Don E. Verfasser aut Communicating globally an integrated marketing approach Don E. Schultz ; Philip J. Kitchen 1. publ. Basingstoke [u.a.] Macmillan 2000 280 S. Ill. txt rdacontent n rdamedia nc rdacarrier Macmillan business Internationalisatie gtt Marketing gtt Reclame gtt Globalisierung Communication, International Export marketing Export marketing Management Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Multinationales Unternehmen (DE-588)4075092-9 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 s Multinationales Unternehmen (DE-588)4075092-9 s DE-604 Kitchen, Philip J. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008881406&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schultz, Don E. Kitchen, Philip J. Communicating globally an integrated marketing approach Internationalisatie gtt Marketing gtt Reclame gtt Globalisierung Communication, International Export marketing Export marketing Management Marktkommunikation (DE-588)4131075-5 gnd Multinationales Unternehmen (DE-588)4075092-9 gnd |
| subject_GND | (DE-588)4131075-5 (DE-588)4075092-9 |
| title | Communicating globally an integrated marketing approach |
| title_auth | Communicating globally an integrated marketing approach |
| title_exact_search | Communicating globally an integrated marketing approach |
| title_full | Communicating globally an integrated marketing approach Don E. Schultz ; Philip J. Kitchen |
| title_fullStr | Communicating globally an integrated marketing approach Don E. Schultz ; Philip J. Kitchen |
| title_full_unstemmed | Communicating globally an integrated marketing approach Don E. Schultz ; Philip J. Kitchen |
| title_short | Communicating globally |
| title_sort | communicating globally an integrated marketing approach |
| title_sub | an integrated marketing approach |
| topic | Internationalisatie gtt Marketing gtt Reclame gtt Globalisierung Communication, International Export marketing Export marketing Management Marktkommunikation (DE-588)4131075-5 gnd Multinationales Unternehmen (DE-588)4075092-9 gnd |
| topic_facet | Internationalisatie Marketing Reclame Globalisierung Communication, International Export marketing Export marketing Management Marktkommunikation Multinationales Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008881406&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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