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Implementing the IGMC Strategy

In: Integrated Marketing Communications

Author

Listed:
  • Philip J. Kitchen

    (ICN-Artem Business School)

  • Marwa E. Tourky

    (Cranfield University)

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.

Suggested Citation

  • Philip J. Kitchen & Marwa E. Tourky, 2022. "Implementing the IGMC Strategy," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 7, pages 113-146, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76416-6_7
    DOI: 10.1007/978-3-030-76416-6_7
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