IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-76416-6_11.html
   My bibliography  Save this book chapter

The Way Forward: Overcoming Barriers with IGMC Solutions

In: Integrated Marketing Communications

Author

Listed:
  • Philip J. Kitchen

    (ICN-Artem Business School)

  • Marwa E. Tourky

    (Cranfield University)

Abstract

While the future of integrated marketing communications (IMC) or integrated global marketing communication (IGMC) or some other form of words or acronyms seems inevitable, there are still barriers in the way of progress. Here we identify nine such barriers at the time of writing. These are predicate upon the acknowledgment of senior managements in adopting a customer-centric approach to budget and allocate investments accordingly in communications. Moreover, outside-in budgeting and the closed-loop system sensibly tie marketing communication expenditures to revenues generated by customers. Adopting such a consumer-centric approach in measurement implies that the return on customer investment is to be applied to evaluate IGMC programs and campaigns.

Suggested Citation

  • Philip J. Kitchen & Marwa E. Tourky, 2022. "The Way Forward: Overcoming Barriers with IGMC Solutions," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 11, pages 221-232, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76416-6_11
    DOI: 10.1007/978-3-030-76416-6_11
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-76416-6_11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.