Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying 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 not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.
Transitioning into the 21st Century Marketplace
Understanding the Emerging Global Marketplace
How Marketing Communications Works
Integrated Communication or Integrated Marketing Communication
Developing Integrated Global Marketing Communication (IGMC) Programs
Implementing the IGMC Strategy
From Strategy to Creative Execution: Capturing the Imagination of Consumers and Public
IGMC Drivers and Agency Interaction
An Integrated View of IGMC Management and Vendor Compensation
The Way Forward: Overcoming Barriers with IGMC Solutions
Case One: British Telecom
Case Two: DeBeers
Case Three: Oral B
Case Four: Dow Chemical
Case Five: Orange PLC.
