Integrated marketing communications: a global brand-driven approach

by Kitchen, Philip J.

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Title Statements

Full title :Integrated marketing communications : a global brand-driven approach.

Edition Statements

Publication Date:2021.
Edition:Second edition

Publication Statements

Publisher(s):Palgrave Macmillan
Place of Publication:Basingstoke
Language:eng
Publication Date:2021.

Notes

Previous edition: London: Routledge, 2004.

1. Introduction to Communicating Globally: An Integrated Marketing Approach2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond3. The Global Marketplace4. How Marketing Communication Works5. Integrated Communication or Integrated Marketing Communication6. Developing Integrated Global Marketing Communication Programs7. Implementing the IGMC Strategy8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders9. IGMC Drivers and Agency Interaction10. Investments and Measurements: The Quest for the Holy Grail11. The Way Forward: Overcoming Barriers with IGMC Solutions12. Case Studies13. ROCI Investment and Measurement Process: A Worked Example.