The book "Integrated Marketing Communication in the Context of Global Brands", in which the basic components of marketing communication are explained with examples, how a global brand spread over two hundred countries establishes a communication strategy, met with its readers.
The book titled "Integrated Marketing Communication in the Context of Global Brands", edited by Dr Sarp Bağcan of Istanbul Gelisim University, took its place on the shelves. Dr Sarp Bağcan gives the following statements in the foreword of the book:
“Marketing communication and integrated marketing communication, which makes it easier to define and implement it more systematically, is a very important concept. Because either we know that a brand has been popular for years or we suddenly see a brand enter our lives; we have different brands, products and services on different shelves in our minds. We download them from the shelves in case of request and need. Moreover, we are not alone; Millions or even a few billions of people experience this situation, from our closest surroundings to the remotest parts of the world that we do not know. They also have similar things on their mind shelves, different ones too. Who puts these on mind shelves around the world? And this book is a kind of journey of trying to understand them. We tried to explain how global brands convey themselves to billions of people around the world.”
In this context, the book examines important examples from the global brand lists of structures that work on brands such as Interbrand, BrandZ and Deloitte on a global scale.
Dr. Adnan Duygun, Dr. Gülsüm Vezir Oğuz, Dr. Emel Tozlu Öztay, Dr. Ebru Nergiz and Dr. Sezgin Savaş from Istanbul Gelişim University, Dr. İpek Okkay and Dr. Saadet Uğurlu from other universities contributed to the book. The chapters in the book, to which the editor Dr Sarp Bağcan also contributed as an author, are listed as follows:
Examining Global Brands in the Context of Global Communication Strategy and Advertisements: The Case of Coca-Cola and China
Investigation of the Importance of Event Management Components in Public Relations for Luxury Consumption in the Context of Global Brands: A Qualitative Research Example
Examining the Sales Development Activities of Global Brands in the E-Retail Industry: Amazon and Alibaba Examples
Direct Marketing to Global Brands: The Example of Instagram and Facebook
Global Brands and Trends in the Post Corona Era
Using Artificial Intelligence in Data-Based Integrated Marketing Communications and Digital Workforce Management
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