附註:Includes bibliographical references (pages 267-273) and index.
1. Transitioning into the 21st-Century Marketplace -- 2. Understanding the Emerging Global Marketplace -- 3. How Marketing Communication Works -- 4. Integrated Communication or Integrated Marketing Communication -- 5. Developing Integrated Global Marketing Communication Programs -- 6. Implementing the IGMC Strategy -- 7. From Strategy to Creative Execution: Capturing the Imagination of Consumers and Publics -- 8. IGMC Drivers and Agency Interaction -- 9. An Integrated View of IGMC Management and Vendor Compensation -- 10. Developing IGMC Investments and Measurements -- 11. The Way Forward: Overcoming Barriers with IGMC Solutions -- App. 2. The Oral-B Study Case.
