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INTL COMMS SESSION 9 EXTERNAL, INTERNAL, INTERACTIVE MKTG

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Giancarlo Polenghi
Giancarlo Polenghi
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INTERNATIONAL COMMUNICATIONS Session 9
EXTERNAL, INTERNAL AND INTERACTIVE MARKETING
THE DIMENSIONS OF EXTERNAL MARKETING COMMUNICATIONS
FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Within Company Control ,[object Object],[object Object],[object Object],[object Object]
FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Outside Company Control ,[object Object],[object Object],[object Object]
DRIVERS FOR COMMUNICATION Standardisation v’s adaption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROMOTIONAL OBJECTIVES Sales and Brand/Product Communication Related ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Wilson R & Gilligan C (2003)
PUSH AND PULL STRATEGIES
INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Internally Focussed
INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Externally Focussed (Marketing Mix)
MARKETING COMMUNICATION TOOLS #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETING COMMUNICATION TOOLS #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 Global Advertisers (2006)
THE CHARACTERISTICS OF THE INTERNET The six I’s Adapted from J Deighton (1996)
THE OBJECTIVES OF RELATIONSHIP MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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INTL COMMS SESSION 9 EXTERNAL, INTERNAL, INTERACTIVE MKTG