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Developing Integrated Global Marketing Communication Programs

In: Integrated Marketing Communications

Author

Listed:
  • Philip J. Kitchen

    (ICN-Artem Business School)

  • Marwa E. Tourky

    (Cranfield University)

Abstract

Here we outline what we believe to be nine critical competencies for developing integrated global marketing communicat (IGMC) programs. None are easy. All are dependent upon understanding the dynamics of served markets—wherever and whatever they may be, whether online, offline, or both. Such competencies in our view are not easily acquired. We do not say there are not more than nine such competencies. There certainly will be more as we move further into 2021 and beyond. We also provide and describe the eight-step IGMC planning process. Not perfect we know, but even a template based on market circumstances is better than reinventing the wheel. Brands and branded businesses will survive and thrive based on their perceived proximity, relevance, and value to customers. That takes effort; it requires databases and data transformed into marketplace insight. We reiterate again that customers are the driving force behind successful branded businesses.

Suggested Citation

  • Philip J. Kitchen & Marwa E. Tourky, 2022. "Developing Integrated Global Marketing Communication Programs," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 6, pages 89-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76416-6_6
    DOI: 10.1007/978-3-030-76416-6_6
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    Cited by:

    1. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
    2. Volodymyr Nesterenko & Radoslaw Miskiewicz & Rafis Abazov, 2023. "Marketing Communications in the Era of Digital Transformation," Virtual Economics, The London Academy of Science and Business, vol. 6(1), pages 57-70, March.

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