Integrated Marketing Communications : A Global Brand-Driven Approach.

Integrated Marketing Communications -- Acknowledgments -- Contents -- About the Authors -- 1: Introduction to Communicating Globally: An Integrated Marketing Approach -- Practical Challenges -- Academic Issues -- New Content -- The Only Way Is Ethics -- Discussion Questions -- References -- 2: Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond -- Global Building Blocks -- Digitalization -- Information Technology -- Intellectual Property -- Communication Systems -- Marketplace, Marketer, and Marketing Communication Transitions -- The Manufacturer- or Product-Driven Marketplace -- The Distribution-Driven Marketplace -- The Interactive Customer-Driven Marketplace -- Conclusions -- Discussion Questions -- References -- 3: The Global Marketplace Considerations -- The Global Marketplace -- Whiz-Bang Stores and Marvel Products: A True Global Marketplace Story -- Global Marketplace Drivers -- Requirements of a Global Marketing Organization -- Marketing and Marketing Communication in the Global Marketplace -- Conclusions -- Discussion Questions -- References -- 4: How Marketing Communication Works -- The Changing Role of Communication -- Global Growth in Advertising and Promotion -- Emergence of the Global Consumer -- Development and Importance of Integrated Approaches -- Direct Marketing -- Database Marketing: Toward a Coordinated Strategy -- The Internet: Promotional Tool or Informational Tool? -- Coordination and Control: Process Versus Output -- The Changing Role of Consumers -- How Communication Works -- The Drive for Integrated Approaches in a Global Context -- Conclusions -- Discussion Questions -- References -- 5: Integrated Communication or Integrated Marketing Communication -- The Contextual Global Environment -- Communication Transition to a Global Brand-Oriented Approach -- Integrated Communication -- Corporate Identity.