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.
General
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