Communicating Globally: An Integrated Marketing Approach [Illustrated] [Hardcover]

Don E Schultz (Author), Philip J. Kitchen (Author)

Book Description

Publication Date: April 15, 2000

How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, Communicating Globally shows 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. Based on the strong theoretical foundations of integrated marketing communication (IMC), Communicating Globally offers a practitioner's perspective on integrated global marketing communication (IGMC) in action through vignettes, four complete case studies of well-recognized multinational brands, and one study case. Praise for Communicating Globally "In the 21st century, the ability of ad agencies to provide worldwide, integrated marketing services for their clients will become essential. Only those marketers and agencies with the ability to brand products and services globally will thrive. Communicating Globally provides a roadmap on how to do it right." O. Butch Drake, president-CEO, American Association of Advertising Agencies "No one can provide a guaranteed formula for future success, but Communicating Globally comes awfully close. By combining an astute knowledge of the global marketplace, emerging trends and technologies, and good old common sense, Don Schultz and Philip Kitchen illuminate the path for successful brand building in the 21st century." Ed Faruolo, vice president, corporate marketing communications, CIGNA Corporation "Don Schultz has done it again! His unique and highly readable approach is a must for companies looking to market globally in the new century. Communicating Globally offers an important road map through the maze of global marketing communications." James R. Gregory, CEO, Corporate Branding, LLC "This book is important because it brings the concept of integrated marketing communications (IMC) into full international focus for the first time. This focus is maintained throughout the whole structure and it makes the book a truly conceptual work. The case studies that illustrate the practical ramification of international IMC yield significant general as well as specific lessons." John Philip Jones, Syracuse University "The 1990's introduced integrated marketing--understanding and communicating relevantly with customers by using information. Communicating Globally now takes the same principles and adapts them to today's dynamic global marketplace. Even better, it is written in a style that makes it easy for a non-marketer to fully understand the importance of managing a brand." John R Wallis, vice president of marketing, Hyatt International Corporation

Editorial Reviews

Review

'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. --This text refers to an alternate Hardcover edition.

From the Inside Flap

"In the 21st century, the ability for ad agencies to provide worldwide, integrated marketing services for their clients will become essential. Only those marketers and agencies with the ability to brand products and services globally will thrive. Communicating Globally provides a roadmap on how to do it right."

O. Butch Drake, President-CEO, A merican Association of Advertising Agencies

"Don Schultz has done it again! His unique and highly readable approach is a must for companies looking to market globally in the new century. Communicating Globally offers an important road map through the maze of global marketing communications."

James R. Gregory, CEO, Corporate Branding, LLC

"The 1990's introduced Integrated Marketing - understanding and communicating relevantly with customers by using information. Communicating Globally now takes the same principles and adapts it to today's dynamic global marketplace. Even better, it is written in a style that makes it easy for a non-marketer to fully understand the importance of managing a brand."

John R Wallis, Vice President Marketing Hyatt International Corporation

See all Editorial Reviews

Product Details

• Hardcover: 280 pages
• Publisher: McGraw-Hill; 1 edition (April 15, 2000)
• Language: English
• ISBN-10: 0844225223
• ISBN-13: 978-0844225227
• Product Dimensions: 9.3 x 6.4 x 1.2 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,587,411 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

1 of 17 people found the following review helpful:

4.0 out of 5 stars Communicating Globally: An Integrated Marketing Approach, May 3, 2000

By A Customer

This review is from: Communicating Globally: An Integrated Marketing Approach (Hardcover)

Communication is one of the keys to success in a global environment. By taking an integrated approach to conduct marketing or communication is a very effective way to win the battle (no matter what kind of industry you are). It's worth to read this book.