Global Integrated Marketing Communications

Author: Schultz (USA)
Publisher:
Publish Date: 2004-01-01
Features: "Through this book, readers can understand how Western business organizations utilize modern technology to build more effective and efficient marketing communication systems. The book also provides a brief review and future outlook on how Chinese companies can improve their marketing communication capabilities, outlining a blueprint for Chinese companies to develop their marketing communication activity models. It is hoped that this book will serve as a bridge for Chinese marketing and Chinese marketing professionals with a global vision, enabling them to transcend their domestic markets and play an increasingly important role on the global economic stage." The focus of this book is to analyze the goals that sales merchants and marketing organizations aim to achieve. The book also provides a brief review and future outlook on how Chinese companies can improve their marketing communication level. The book also outlines a blueprint for Chinese companies to develop their marketing communication activity models: not only should they be "world-class," but also "unique in the world." From a historical perspective, China has not yet achieved globalization, and thus lacks global communication. Of course, this situation is changing. It is hoped that this book will serve as a bridge for Chinese marketing and Chinese marketing professionals with a global vision, enabling them to transcend their domestic markets and play an increasingly important role on the global economic stage.