02905nam a22002893i 4500 837705 PIMLIB 20250418152225.0 cr cnu|||||||| 230325s2022 xx o ||||0 eng d 9783030764159 9783030764166 PIMLIB HF5415.127 .K55I Kitchen, Philip J. 71302 Integrated Marketing Communications : A Global Brand-Driven Approach. 2nd ed. Cham : Palgrave Macmillan, 2022. 374 pages; 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. Communication in marketing. 44593 Marketing. 29431 0042 นิเทศศาสตรบัณฑิต วิชาเอกวารสารศาสตร์คอนเวอร์เจนท์และสื่อดิจิทัลสร้างสรรค์ (ป.ตรี) 159 Tourky, Marwa E. 71303 BK lcc 2 837705 837705 0 0 lcc 0 0 BKE PIMLIB PIMLIB GEN-EN 2023-03-25 ศูนย์หนังสือจุฬาลงกรณ์มหาวิทยาลัย 2880.00 01300000110230 3 4 HF5415.127 .K55I 2022 32550000515863 2025-07-18 2025-04-18 2880.00 2023-05-09 BK