Anzeige
Erschienen in:
2015 | OriginalPaper | Buchkapitel
Integrated Marketing Communications: A Contextual International Advertising Approach
verfasst von : Philip J. Kitchen, Marwa Tourky
Erschienen in: Integrated Communications in the Postmodern Era
Verlag: Palgrave Macmillan UK
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
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).