Introduction to Communicating Globally: An Integrated Marketing Approach

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

Chapter 1 in Integrated Marketing Communications, 2022, pp 1-7 from Springer

Abstract: Abstract This chapter considers and summarizes changes that have taken place over the past decades, during which integrated marketing communications have made huge inroads in terms of academic usage and business practice. We also outline changes incorporated into the book itself drawing upon published work by one of the authors. We also consider and ask questions about what is perceived to be ethical in the past, and more especially in the present, with a light-hearted look to what future commentators will think of our business attempts to behave ethically, and some pointed questions of readers relative to future prognostication.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76416-6_1

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DOI: 10.1007/978-3-030-76416-6_1

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