Chapter12 International market communication

Chapter12 International market communication - Chapter 12...

Info iconThis preview shows pages 1–13. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 12 International market communication
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Contents International market communication 1 Integrated market communication 2 Advertising 3 Stakeholder relations 4
Background image of page 2
Contents Sales promotion 5 Sponsoring 6 Direct market communication 7 Impact on marketing mix 8
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The focus question How can international marketers develop a communication platform and implement integrated market communication activities that best help to build and sustain their intended global position?
Background image of page 4
Contents International market communication 1 Integrated market communication 2 Advertising 3 Stakeholder relations 4
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
International market communication Visibility to potential customers and important stakeholders is very important for marketing success all over the world Attractive differentiation from competitive offers is a second major task of international market communication
Background image of page 6
Contents International market communication 1 Integrated market communication 2 Advertising 3 Stakeholder relations 4
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Integrated market communication Market communication policy Coordination of market communication
Background image of page 8
Market communication policy Important stakeholder groups Communication objectives International communication platform Guidelines of communication
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Contents International market communication 1 Integrated market communication 2 Advertising 3 Stakeholder relations 4
Background image of page 10
Advertising Advertising is the paid communication of company messages through impersonal media Standardization vs. adaptation International advertising implementation
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Standardization vs. adaptation
Background image of page 12
Image of page 13
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/11/2010 for the course BUSINESS S 380 taught by Professor Terryryan during the Summer '10 term at Winthrop.

Page1 / 35

Chapter12 International market communication - Chapter 12...

This preview shows document pages 1 - 13. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online