The Way Forward: Overcoming Barriers with IGMC Solutions

Philip J. Kitchen and Marwa E. Tourky
Additional contact information
Philip J. Kitchen: ICN-Artem Business School
Marwa E. Tourky: Cranfield University

Chapter 11 in Integrated Marketing Communications, 2022, pp 221-232 from Springer

Abstract: Abstract While the future of integrated marketing communications (IMC) or integrated global marketing communication (IGMC) or some other form of words or acronyms seems inevitable, there are still barriers in the way of progress. Here we identify nine such barriers at the time of writing. These are predicate upon the acknowledgment of senior managements in adopting a customer-centric approach to budget and allocate investments accordingly in communications. Moreover, outside-in budgeting and the closed-loop system sensibly tie marketing communication expenditures to revenues generated by customers. Adopting such a consumer-centric approach in measurement implies that the return on customer investment is to be applied to evaluate IGMC programs and campaigns.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76416-6_11

Ordering information: This item can be ordered from
http://www.springer.com/9783030764166

DOI: 10.1007/978-3-030-76416-6_11

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().