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.

Communicating Globally: An Integrated Marketing Approach

Business & Money

Schultz, Don E.

Kitchen, P.

International

Red Globe Press

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson &amp; Johnson, BP Oil &amp; British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Raising the Corporate Umbrella: Corporate Communications in the Twenty-First Century

Kitchen, Philip J.

PALGRAVE~MACMILLAN

Brand Babble: Sense and Nonsense about Branding is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as "branding wisdom." They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on "media-by-the-ton" spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

Brand Babble: Sense and Nonsense About Branding

Schultz,Heidi

Management & Leadership

South-Western Educational Pub

With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.
Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between. 
How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more. 
Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers: 
* How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages. 
* How to budget the program. 
* Pitfalls, cautions, and opportunities. 
* How to put it all together with procedures and checklists. 
Examples of leading promotions from Campbell Soup, General Mills, Stanley Tools, and Procter &amp; Gamble. Every business, from small businesses to agencies to corporations to sales organizations to B2Bs, want to increase sales. 
With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.

How to Sell More Stuff!: Promotional Marketing That Really Works

Smith, Steve

Marketing & Sales

Kaplan Publishing

How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, Communicating Globally shows 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. Based on the strong theoretical foundations of integrated marketing communication (IMC), Communicating Globally offers a practitioner's perspective on integrated global marketing communication (IGMC) in action through vignettes, four complete case studies of well-recognized multinational brands, and one study case. Praise for Communicating Globally "In the 21st century, the ability of 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, American Association of Advertising Agencies "No one can provide a guaranteed formula for future success, but Communicating Globally comes awfully close. By combining an astute knowledge of the global marketplace, emerging trends and technologies, and good old common sense, Don Schultz and Philip Kitchen illuminate the path for successful brand building in the 21st century." Ed Faruolo, vice president, corporate marketing communications, CIGNA Corporation "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 "This book is important because it brings the concept of integrated marketing communications (IMC) into full international focus for the first time. This focus is maintained throughout the whole structure and it makes the book a truly conceptual work. The case studies that illustrate the practical ramification of international IMC yield significant general as well as specific lessons." John Philip Jones, Syracuse University "The 1990's introduced integrated marketing--understanding and communicating relevantly with customers by using information. Communicating Globally now takes the same principles and adapts them 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 of marketing, Hyatt International Corporation

McGraw=Hill

This revised text provides the fundamentals of formulating and implementing comprehensive and contemporary communications campaigns. Topics include consumer research methods, media planning, and measuring campaign effectiveness. Annotation copyright Book News, Inc. Portland, Or.

Strategic Advertising Campaigns

Barnes, Beth E.

Ntc Business Books

Get the strategic insights and tools you need to make your next advertising or marketing communications program more productive and profitable. Eight concise chapters, updated to include the newest approaches, show you how to: -- Understand your customer better -- Integrate promotion and communications strategies into an effective marketing plan -- Develop on-target creative approaches and executions -- Evaluate strategies and programs for the entire range of media

Essentials of Advertising Strategy

Natl Textbook Co Trade

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques. 
<ul>* Gets students involved by having them create hypothetical promotions based on models of success. * Provides real-life examples to stimulate classroom discussion as students examine and debate real cases. * Discusses the newest innovations in the field. </ul>

Sales Promotion Essentials

Robinson, William A.

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques.   * Gets students involved by having them create hypothetical promotions based on models of success.   * Provides real-life examples to stimulate classroom discussion as students examine and debate real cases.   * Discusses the newest innovations in the field.

Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...and How to Use Them

Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.

The New Marketing Paradigm: Integrated Marketing Communications

Tannenbaum, Stanley

Lauterborn, Robert F.

See the best price to sell, buy, or rent books by Schultz, Don E.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Schultz, Don E.

See the best price to sell, buy, or rent books by Schultz, Don E.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Communicating Globally: An Integrated Marketing Approach

Raising the Corporate Umbrella: Corporate Communications in the Twenty-First Century

Brand Babble: Sense and Nonsense About Branding

How to Sell More Stuff!: Promotional Marketing That Really Works

Communicating Globally: An Integrated Marketing Approach

Strategic Advertising Campaigns

Essentials of Advertising Strategy

Sales Promotion Essentials

Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...and How to Use Them

The New Marketing Paradigm: Integrated Marketing Communications