Integrated Marketing Communications

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

in Springer Books from Springer

Date: 2022
Edition: 2nd ed. 2022
ISBN: 978-3-030-76416-6
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Chapters in this book:

Ch 1 Introduction to Communicating Globally: An Integrated Marketing Approach

Philip J. Kitchen and Marwa E. Tourky

Ch 2 Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond

Philip J. Kitchen and Marwa E. Tourky

Ch 3 The Global Marketplace Considerations

Philip J. Kitchen and Marwa E. Tourky

Ch 4 How Marketing Communication Works

Philip J. Kitchen and Marwa E. Tourky

Ch 5 Integrated Communication or Integrated Marketing Communication

Philip J. Kitchen and Marwa E. Tourky

Ch 6 Developing Integrated Global Marketing Communication Programs

Philip J. Kitchen and Marwa E. Tourky

Ch 7 Implementing the IGMC Strategy

Philip J. Kitchen and Marwa E. Tourky

Ch 8 Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders

Philip J. Kitchen and Marwa E. Tourky

Ch 9 IGMC Drivers and Agency Interaction

Philip J. Kitchen and Marwa E. Tourky

Ch 10 Investments and Measurements: The Quest for the Holy Grail

Philip J. Kitchen, Marwa E. Tourky and Lucia Porcu

Ch 11 The Way Forward: Overcoming Barriers with IGMC Solutions

Philip J. Kitchen and Marwa E. Tourky

Ch 12 Case Studies

Philip J. Kitchen and Marwa E. Tourky

Ch 13 ROCI Investment and Measurement Process: A Worked Example

Philip J. Kitchen and Marwa E. Tourky

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

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