Communicating globally : an integrated marketing approach
(Book)

Includes bibliographical references (pages 267-273) and index

"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."--BOOK JACKET