内容

目次

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.