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Macmillan Higher Education Palgrave Higher Education

Communicating Globally

An Integrated Marketing Approach

ISBN 9780333921371
Publication Date June 2000
Formats Hardcover 
Publisher Palgrave

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.

DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. He is editor of the Journal of Direct Marketing and author of several bestselling books and president of his own consulting company, Agora, Inc. He is the industry-leading thinker on integrated marketing communications and strategic brand communications.

PHILIP J.KITCHEN is Chair of Strategic Marketing at The Business School, University of Hull. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.

Transitioning into the 21st Century Marketplace
Understanding the Emerging Global Marketplace
How Marketing Communications Works
Integrated Communication or Integrated Marketing Communication
Developing Integrated Global Marketing Communication (IGMC) Programs
Implementing the IGMC Strategy
From Strategy to Creative Execution: Capturing the Imagination of Consumers and Public
IGMC Drivers and Agency Interaction
An Integrated View of IGMC Management and Vendor Compensation
The Way Forward: Overcoming Barriers with IGMC Solutions
Case One: British Telecom
Case Two: DeBeers
Case Three: Oral B
Case Four: Dow Chemical
Case Five: Orange PLC.


At last...a book that truly lives up to its claims of an integrated approach to marketing. It has no peer within marketing literature and its practitioners are similarly rare, despite many protestations to the contrary. Advertisers and agencies alike can only founder if they fail to eschew and heed its messages!' - Juliet Williams, Director, Strategic Management Resources
'As Schultz and Kitchen's pathbreaking book shows customer acquisition, retention and loyalty are now pivotal to 21st century global business strategy and brand building. Schultz and Kitchen comprehensively define the strategic and operational imperatives required to implement a Global Marketing Communication plan. Their work is theoretically exceptionally well grounded as well as being practically useful.' - Sylvia D. Meli, Group Planning Director, Grey Advertising Ltd.
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