Integrated Marketing Communications: A Global Brand-Driven Approach (Business and Management)
by Philip J. Kitchen, Marwa E. Tourky
This book offers a global, brand-driven perspective on integrated marketing communications, guiding professionals in coordinating messaging across channels to strengthen brand identity and reach.
About This Book
Integrated Marketing Communications: A Global Brand-Driven Approach presents core principles of marketing communications with an international focus.
The text explores how brands can coordinate messaging across multiple channels to build consistent global identities.
Readers will examine strategic frameworks that connect brand positioning with communication planning and execution.
The book emphasizes the role of integration in achieving cohesive brand experiences across diverse markets.
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