How Marketing Communication Works

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

Chapter 4 in Integrated Marketing Communications, 2022, pp 49-68 from Springer

Abstract: Abstract No one chapter can fully describe this huge topic as it is worthy of a book or thesis on its own. Hence, its basic parameters are touched upon lightly here. Undoubtedly, home segments of demand exist within disparate global markets. As envisioned by Levitt and others, a global market has materialized; however, it may be distorted albeit in what we have termed the main triad countries, but latterly spanning half the planet, with commensurate coverage of 72% of global trade. Enter stage left, the massive databases of consumer or market information will underpin almost all marketing decisions of the present and the future. It is crowded, competitive, and somewhat antagonistic. For some, such a marketplace represents a form of new imperialism. For business to be heard or seen amid the beeping, pinging, and repetitive communication clutter, brands have become the crucible into which integrated marketing communications must be poured. Hence, brands must be imbued with personality and meaning in all brand-related activities. However, meaning does not lie in brands or communications but in the minds of receivers. Hence, businesses must become culturally fluent in the context of their markets.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76416-6_4

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DOI: 10.1007/978-3-030-76416-6_4

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