Developing Integrated Global Marketing Communication Programs

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

Chapter 6 in Integrated Marketing Communications, 2022, pp 89-112 from Springer

Abstract: Abstract Here we outline what we believe to be nine critical competencies for developing integrated global marketing communicat (IGMC) programs. None are easy. All are dependent upon understanding the dynamics of served markets—wherever and whatever they may be, whether online, offline, or both. Such competencies in our view are not easily acquired. We do not say there are not more than nine such competencies. There certainly will be more as we move further into 2021 and beyond. We also provide and describe the eight-step IGMC planning process. Not perfect we know, but even a template based on market circumstances is better than reinventing the wheel. Brands and branded businesses will survive and thrive based on their perceived proximity, relevance, and value to customers. That takes effort; it requires databases and data transformed into marketplace insight. We reiterate again that customers are the driving force behind successful branded businesses.

Date: 2022
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DOI: 10.1007/978-3-030-76416-6_6

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