Böcker av Philip J. Kitchen

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner.

Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation.

This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.