Communicating Globally

An Integrated Marketing Approach

By: Don E. Schultz, P. Kitchen

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Hardcover | 6 June 2000 | Edition Number 1

At a Glance

Hardcover
280 Pages

Dimensions(cm)
23.5 x 15.88 x 1.91

New Edition

Published: 4th March 2022

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Written for professionals at multinational organizations who are struggling with how to integrate their communication strategies both internally and across borders, Communicating Globally provides readers with the knowledge and skills they need in the emergent subject of integrated global marketing communication (IGMC).
How can a company effectively communicate its message to customers and prospects all over the world or ensure that its branding messages "travel"? Readers are guided on how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. The text is based on the strong theoretical foundations of IMC, but also includes many examples in practice through vignettes, four complete case studies, and one study case.

Industry Reviews

'At last...a book that truly lives up to its claims of an integrated approach to marketing. It has no peer within marketing literature and its practitioners are similarly rare, despite many protestations to the contrary. Advertisers and agencies alike can only founder if they fail to eschew and heed its messages!' - Juliet Williams, Director, Strategic Management Resources 'As Schultz and Kitchen's pathbreaking book shows customer acquisition, retention and loyalty are now pivotal to 21st century global business strategy and brand building. Schultz and Kitchen comprehensively define the strategic and operational imperatives required to implement a Global Marketing Communication plan. Their work is theoretically exceptionally well grounded as well as being practically useful.' - Sylvia D. Meli, Group Planning Director, Grey Advertising Ltd.

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