Integrated Marketing Communications: A Contextual International Advertising Approach

Philip J. Kitchen and Marwa Tourky

Chapter 2 in Integrated Communications in the Postmodern Era, 2015, pp 19-48 from Palgrave Macmillan

Abstract: Abstract In the past quarter century, the concept of integrated marketing communications (IMC) has swept around the world and become an integral part of the marketing, and even the corporate, communication strategies of many companies (Kitchen, 2005; Schultz et al., 2011). IMC is now a significant factor affecting the outcomes of marketing strategy and can help companies position products/services/brands, reach target markets, and build brand image, whether nationally or internationally (Hsu et al., 2009) (Naik and Raman, 2003; Prasad and Sethi, 2009).

Keywords: Brand Image; International Marketing; Direct Marketing; Marketing Communication; Sales Promotion (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38855-1_2

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DOI: 10.1057/9781137388551_2

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