International marketing communications
Griffin, Tom
International marketing communications - Oxford: Butterworth-Heinemann, 1994. - xiv, 456 pages : illustrations ; - Marketing series (London, England) .
Includes 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.
Intended for undergraduate marketing and business studies students, this book identifies and explains the principles of marketing communications used by producers of consumer and individual goods and services operating in two or more countries in different parts of the world.
9780750605526 0750605529 9780750617857 750617853
Communication in export marketing
658.84 / GRI
International marketing communications - Oxford: Butterworth-Heinemann, 1994. - xiv, 456 pages : illustrations ; - Marketing series (London, England) .
Includes 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.
Intended for undergraduate marketing and business studies students, this book identifies and explains the principles of marketing communications used by producers of consumer and individual goods and services operating in two or more countries in different parts of the world.
9780750605526 0750605529 9780750617857 750617853
Communication in export marketing
658.84 / GRI