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Integrated Marketing Communications: A Contextual International Advertising Approach

In: Integrated Communications in the Postmodern Era

Author

Listed:
  • Philip J. Kitchen
  • Marwa Tourky

Abstract

In the past quarter century, the concept of integrated marketing communications (IMC) has swept around the world and become an integral part of the marketing, and even the corporate, communication strategies of many companies (Kitchen, 2005; Schultz et al., 2011). IMC is now a significant factor affecting the outcomes of marketing strategy and can help companies position products/services/brands, reach target markets, and build brand image, whether nationally or internationally (Hsu et al., 2009) (Naik and Raman, 2003; Prasad and Sethi, 2009).

Suggested Citation

  • Philip J. Kitchen & Marwa Tourky, 2015. "Integrated Marketing Communications: A Contextual International Advertising Approach," Palgrave Macmillan Books, in: Philip J. Kitchen & Ebru Uzunoğlu (ed.), Integrated Communications in the Postmodern Era, chapter 2, pages 19-48, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38855-1_2
    DOI: 10.1057/9781137388551_2
    as

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