Communicating Globally: An Integrated Marketing Approach

Don E. Schultz · Philip James Kitchen

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Marketing and Advertising Strategies International Business and FDI Digital Marketing and Social Media

Abstract

This text is designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage. Shows how to successfully strategise, select appropriate communication tactics and execute a global communication plan.

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2009International marketing adaptation versus standardisation of multinational companies 2008The organisation of integrated communications: toward flexible integration 2015Discovering prominent themes in integrated marketing communication research from 1991 to 2012: a co-word analytic approach 1970How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects 2005Integrated marketing communication and postmodernity: an odd couple?2009New tensions and challenges in integrated communications 2011From Silos to Synergy 2004Managing the Changes in Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella

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