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Integrated Marketing Communications: A Contextual International Advertising Approach

  • Chapter
Integrated Communications in the Postmodern Era

Abstract

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).

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Authors
  1. Philip J. Kitchen
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  2. Marwa Tourky
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Editor information

Editors and Affiliations

  1. ESC Rennes School of Business, France

    Philip J. Kitchen

  2. İzmir University of Economics, Turkey

    Ebru Uzunoğlu

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© 2015 Philip J. Kitchen and Marwa Tourky

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Kitchen, P.J., Tourky, M. (2015). Integrated Marketing Communications: A Contextual International Advertising Approach. In: Kitchen, P.J., Uzunoğlu, E. (eds) Integrated Communications in the Postmodern Era. Palgrave Macmillan, London. https://doi.org/10.1057/9781137388551_2

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