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.
"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