Implementing the IGMC Strategy

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

Chapter 7 in Integrated Marketing Communications, 2022, pp 113-146 from Springer

Abstract: Abstract Using the nine elements or overview from the previous chapter in developing an integrated global marketing communication (IGMC) strategy, we now attempt to “put some meat on the bones” of the eight-step planning process. Here we work through the process using a template that gives the necessary detail to develop an effective strategy and, more important, a method of generating all the material needed to develop, operationalize, and implement a specific plan. Figure 7.1 illustrates the eight-step IGMC process, recast as a flowchart that provides a step-by-step methodology for developing an effective and market-efficient communication approach. As noted in the first edition of this book (Schultz & Kitchen, Communicating globally; An integrated marketing approach, Palgrave Macmillan, 2000), this methodology can be adapted for use by most if not all marketing-oriented organizations. But, the emphasis is placed on “market oriented” which has to be much more than a passing nod in favor of marketing per se.

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_7

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

DOI: 10.1007/978-3-030-76416-6_7

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 ().