Communicating Globally
Subtitle: An Integrated Marketing Approach
Edition: 1 edition
Publisher: McGraw-Hill
Published: April 15, 2000
Language: eng
Format: Hardcover
Number of pages: 280
ISBN-13: 9780844225227
Subjects: International business; Sales & marketing; Marketing - Direct; Export marketing; International Marketing; Business & Economics; Business / Economics / Finance; Management; Business/Economics; Exports & Imports; International - Marketing; Business & Economics / Business Communication; Case studies; Communication, International
First sentence: The challenge facing most marketing organizations as they enter the 21st century is how to transition from traditional functions and operations to the new world of the 21st century and the global marketplace.
Description: Corporate globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across the borders. Readers will learn how to put theory into practice with case studies from around the world.