Direct Investment
132
The Role of IMC
187
U.S . Commercial Centers
132
Primary Tasks
187
Trade Intermediaries
1 3 3
Integrated Marketing Communication
189
Alliances
133
The Meaning of Marketing Communication
189
The International Marketing Plan
133
The Objectives of Marketing Communication
190
The Corporate Level
134
How We Communicate
191
The Busi ness Level
134
Basic Elements of Commu nication
191
The Functional Level
136
Types of Comm unication Systems
193
The International Marketing Environment
139
Marketing Communications
194
The SociaVCultural Environment
139
Designing an IMC Strategy
194
The PoliticallLegal Environment
142
The Promotion Mix
197
The Technological Environment
144
The Campaign
198
The Economic Environment
145
Understanding Advertising
199
The Competitive Environment
145
The Organization of Advertising
199
Summary
148
The Advertising Agency
200
Marketer 's Vocabulary
148
Developing the Creative Strategy
200
Discussion Questions
149
Developing the Media Plan
201
Project
149
Banner Advertisements
202
Case Application: Unilever's Global Brand
149
Sales Promotion and Public Relations
204
References
150
Sales Promotion: A Little Bit of Everything
204
Public Relation s: The Art of Maintaining Goodwill
207