Integrated marketing communications: a global brand-driven approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
Palgrave Macmillan
[2022]
|
| Ausgabe: | 2nd ed |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | x, 374 Seiten Illustrationen, Diagramme |
| ISBN: | 9783030764159 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804185301657059328 |
|---|---|
| adam_text | Contents 1 2 Introduction to Communicating Globally: An Integrated Marketing Approach............................................................................................ 1 Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond 9 3 The Global Marketplace Considerations.............................................. 31 4 How Marketing Communication Works................................................ 49 5 Integrated Communication or Integrated Marketing Communication................................................................................. 69 Developing Integrated Global Marketing Communication Programs........................................................................................... 89 6 7 Implementing the IGMC Strategy.......................................................... 113 8 Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders................................................................... 147 9 IGMC Drivers and Agency Interaction..................................................173 10 Investments and Measurements: The Quest for the Holy Grail......... 195 contributed by Lucia Porcu 11 The Way Forward: Overcoming Barriers with IGMC Solutions....... 221 12 Case Studies............................................................................................... 233 The Duality of Boris Johnson’s Political Brand Identity........................ 233 Macmillan Cancer Support: Making Sure No One Faces Cancer Alone, Today or Tomorrow......................................................................
236 “We’re Gonna Get Ourselves (Re-) Connected!”—How Can Major Events Such as Euro 2020 Bring Societies Back Together in the Wake of Covid-19—Or—Is the Writing on the Wall?.............................. 263 De Beers.................................................................................................. 271
viii Contents ì Speeding (New Zealand Transport Agency): Mistakes.............................. Tiffany: The Global Way............................................................................... Narellan Pools: Diving into Big Data for Narellan Pools.......................... Its All About “Co-Opness”........................................................................... Guinness: Made of More, 2012-2018 ........................................................ 13 278 298 303 314 320 ROCI Investment and Measurement Process: A Worked Example............................................................................ 353 Index............................................................................................................................ 369
|
| adam_txt |
Contents 1 2 Introduction to Communicating Globally: An Integrated Marketing Approach. 1 Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond 9 3 The Global Marketplace Considerations. 31 4 How Marketing Communication Works. 49 5 Integrated Communication or Integrated Marketing Communication. 69 Developing Integrated Global Marketing Communication Programs. 89 6 7 Implementing the IGMC Strategy. 113 8 Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders. 147 9 IGMC Drivers and Agency Interaction.173 10 Investments and Measurements: The Quest for the Holy Grail. 195 contributed by Lucia Porcu 11 The Way Forward: Overcoming Barriers with IGMC Solutions. 221 12 Case Studies. 233 The Duality of Boris Johnson’s Political Brand Identity. 233 Macmillan Cancer Support: Making Sure No One Faces Cancer Alone, Today or Tomorrow.
236 “We’re Gonna Get Ourselves (Re-) Connected!”—How Can Major Events Such as Euro 2020 Bring Societies Back Together in the Wake of Covid-19—Or—Is the Writing on the Wall?. 263 De Beers. 271
viii Contents ì Speeding (New Zealand Transport Agency): Mistakes. Tiffany: The Global Way. Narellan Pools: Diving into Big Data for Narellan Pools. Its All About “Co-Opness”. Guinness: Made of More, 2012-2018 . 13 278 298 303 314 320 ROCI Investment and Measurement Process: A Worked Example. 353 Index. 369 |
| any_adam_object | 1 |
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| author | Kitchen, Philip J. 1953- Tourky, Marwa E. |
| author_GND | (DE-588)142047279 |
| author_facet | Kitchen, Philip J. 1953- Tourky, Marwa E. |
| author_role | aut aut |
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| author_variant | p j k pj pjk m e t me met |
| building | Verbundindex |
| bvnumber | BV049022949 |
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| ctrlnum | (OCoLC)1392143981 (DE-599)KXP1762016141 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2nd ed |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-03T22:14:19Z |
| indexdate | 2024-07-10T09:53:04Z |
| institution | BVB |
| isbn | 9783030764159 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034285804 |
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| physical | x, 374 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
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| spelling | Kitchen, Philip J. 1953- Verfasser (DE-588)142047279 aut Integrated marketing communications a global brand-driven approach Philip J. Kitchen, Marwa E. Tourky 2nd ed Cham Palgrave Macmillan [2022] © 2022 x, 374 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Integriertes Management (DE-588)4346301-0 gnd rswk-swf Markenführung / 1.1 x Globalisierung / 1.2 x Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Integriertes Management (DE-588)4346301-0 s DE-604 Marketing (DE-588)4037589-4 s Kommunikationspolitik (DE-588)4232471-3 s Tourky, Marwa E. Verfasser aut Erscheint auch als Online-Ausgabe 978-3-030-76416-6 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034285804&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kitchen, Philip J. 1953- Tourky, Marwa E. Integrated marketing communications a global brand-driven approach Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Integriertes Management (DE-588)4346301-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4131075-5 (DE-588)4232471-3 (DE-588)4346301-0 |
| title | Integrated marketing communications a global brand-driven approach |
| title_auth | Integrated marketing communications a global brand-driven approach |
| title_exact_search | Integrated marketing communications a global brand-driven approach |
| title_exact_search_txtP | Integrated marketing communications a global brand-driven approach |
| title_full | Integrated marketing communications a global brand-driven approach Philip J. Kitchen, Marwa E. Tourky |
| title_fullStr | Integrated marketing communications a global brand-driven approach Philip J. Kitchen, Marwa E. Tourky |
| title_full_unstemmed | Integrated marketing communications a global brand-driven approach Philip J. Kitchen, Marwa E. Tourky |
| title_short | Integrated marketing communications |
| title_sort | integrated marketing communications a global brand driven approach |
| title_sub | a global brand-driven approach |
| topic | Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Integriertes Management (DE-588)4346301-0 gnd |
| topic_facet | Marketing Unternehmen Marktkommunikation Kommunikationspolitik Integriertes Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034285804&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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