JOUR 538: International Marketing Communications (3)

A survey of the theory and professional practice of global marketing communications. It covers all major forms of integrated marketing communications on an international scale: mass media advertising, including the Internet; public relations; sales promotion, including point-of-purchase; direct and database marketing; partnership marketing; personal selling and the sales force; and event marketing. Intra-country and global marketing communications by multinational organizations will be examined. LEC
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