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International marketing communications
- Author / Creator
- Available as
- Physical
- Summary
-
Intended for undergraduate marketing and business studies students, this book identifies and explains the principles of marketing communications used by producers of consumer and individual goods a...
Intended for undergraduate marketing and business studies students, this book identifies and explains the principles of marketing communications used by producers of consumer and individual goods and services operating in two or more countries in different parts of the world.
Details
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- Creator
- Tom Griffin
- Format
- Books
- Language
- English
- Publication
-
- Oxford [England] ; Boston : Butterworth-Heinemann, 1993
- Physical Details
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- xiv, 456 pages : illustrations ; 24 cm
- ISBNs
- 0750605529, 9780750605526
- OCLC
- ocm27937996
- "Published on behalf of the Chartered Institute of Marketing."
- Includes bibliographical references and index.
- pt. 1. The Management of International Marketing Communications. 1. An introduction: basic terms and concepts. 2. International marketing communications planning. 3. Organizing the international marketing communication function. 4. Information for international marketing communications -- pt. 2. The International Environment. 5. Environmental conditions and constraints. 6. Target audience behaviour and decision making -- pt. 3. Planning, Preparing and Evaluating International Marketing Communication Messages. 7. Message strategy formulation. 8. Message making and evaluating effectiveness -- pt. 4. Conventional Mass and Mail Media for International Marketing Communications. 9. Newspapers, magazines, out-of-home and yellow pages. 10. Television, radio and cinema. 11. The medium of mail in marketing communications. 12. Media planning, buying and evaluating effectiveness -- pt. 5. Sales Promotion, Public Relations and Packaging Media. 13. Sales promotion. 14. Public relations and packaging -- pt. 6. The Road Ahead. 15. Current trends and future developments