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Published in:
2015 | OriginalPaper | Chapter
Integrated Marketing Communications: A Contextual International Advertising Approach
Authors : Philip J. Kitchen, Marwa Tourky
Published in: Integrated Communications in the Postmodern Era
Publisher: Palgrave Macmillan UK
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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).