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Communicating Globally: An Integrated Marketing Approach [Secure eReader]
by Don E. Schultz, Philip J. Kitchen
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As power in the global marketplace shifts from manufacturer to end-user, communication can no longer be viewed as simply a tactical or support activity. Rather, today's successful global organizations consider communication a strategic management tool viewed in terms of investment, return, and how it can both enhance and improve the success of the organization. From best-selling business author Don Schulz and Philip Kitchen, a well-known United Kingdom author and scholar, comes this new book on ... more info>> (Published: 2002)
Category: Business
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