Integrated marketing communications a global brand-driven approach.
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kit...
| Main Author: | Kitchen, Philip J., |
|---|---|
| Other Authors: | Tourky, Marwa E.,, SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Palgrave Macmillan,
[2022]
|
| Physical Description: |
1 online resource : illustrations (chiefly color) |
| Edition: | 2nd ed. / |
| Subjects: |
Table of Contents:
- 1. Introduction to Communicating Globally: An Integrated Marketing Approach
- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond
- 3. The Global Marketplace
- 4. How Marketing Communication Works
- 5. Integrated Communication or Integrated Marketing Communication
- 6. Developing Integrated Global Marketing Communication Programs
- 7. Implementing the IGMC Strategy
- 8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders
- 9. IGMC Drivers and Agency Interaction
- 10. Investments and Measurements: The Quest for the Holy Grail
- 11. The Way Forward: Overcoming Barriers with IGMC Solutions
- 12. Case Studies
- 13. ROCI Investment and Measurement Process: A Worked Example.