Communicating Globally

the long version

As power in the global marketplace shifts from manufacturer to end-user, communication can no longer be viewed as simply a tactical or support activity. Rather, today's successful global organizations consider communication a strategic management tool viewed in terms of investment, return, and how it can both enhance and improve the success of the organization. From best-selling business author Don Schulz and Philip Kitchen, a well-known United Kingdom author and scholar, comes this new book on the principles and application of integrated marketing communication (IMC) in the global marketplace. Designed to help executives position and leverage marketing communication in the global arena to their ongoing strategic advantage, Communicating Globally is the first book to explore IMC from a global perspective. Directed to 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.