Integrated Marketing Communications : A Global Brand-Driven Approach

by Philip J. Kitchen, Marwa E. Tourky

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.

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Year of publication:	2022 ; 2nd ed. 2022.
Authors:	Kitchen, Philip J. ; Tourky, Marwa E.
Publisher:	2022.: Cham : Springer International Publishing 2022.: Cham : Imprint: Palgrave Macmillan
Subject:	Markenführung \| Brand management \| Globalisierung \| Globalization \| Marketing \| Kommunikationspolitik

Extent:	1 Online-Ressource(X, 374 p. 199 illus., 188 illus. in color.)
Series:	Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-76416-6 ; 978-3-030-76415-9 ; 978-3-030-76417-3
Other identifiers:	10.1007/978-3-030-76416-6 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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