International marketing communications / Tom Griffin.
Material type:
TextReference number:ocm27937996Series: Marketing series (London, England)Publication details: Oxford [England] ; Boston : Butterworth-Heinemann, 1993. Description: xiv, 456 p. : ill. ; 24 cmISBN: 0750605529 :Subject(s): Communication in export marketing | Advertising media planning | International marketingDDC classification: 659.1 LOC classification: HF1416 | .G75 1993| Item type | Current library | Class number | Copy number | Status | Date due | Barcode | Item reservations | |
|---|---|---|---|---|---|---|---|---|
Book
|
Main Library General Shelves | 659.1 G87I (Browse shelf(Opens below)) | 1 | Available | 051569021 |
"Published on behalf of the Chartered Institute of Marketing."
Includes bibliographical references and index.
Pt. 1. The Management of International Marketing Communications. 1. An introduction: basic terms and concepts. 2. International marketing communications planning. 3. Organizing the international marketing communication function. 4. Information for international marketing communications -- Pt. 2. The International Environment. 5. Environmental conditions and constraints. 6. Target audience behaviour and decision making -- Pt. 3. Planning, Preparing and Evaluating International Marketing Communication Messages. 7. Message strategy formulation. 8. Message making and evaluating effectiveness -- Pt. 4. Conventional Mass and Mail Media for International Marketing Communications. 9. Newspapers, magazines, out-of-home and yellow pages. 10. Television, radio and cinema. 11. The medium of mail in marketing communications. 12. Media planning, buying and evaluating effectiveness -- Pt. 5. Sales Promotion, Public Relations and Packaging Media. 13. Sales promotion. 14. Public relations and packaging -- Pt. 6. The Road Ahead. 15. Current trends and future developments.
1
There are no comments on this title.