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  1. No Access

    Chapter

    The Way Forward: Overcoming Barriers with IGMC Solutions

    While the future of integrated marketing communications (IMC) or integrated global marketing communication (IGMC) or some other form of words or acronyms seems inevitable, there are still barriers in the way o...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  2. No Access

    Chapter

    Introduction to Communicating Globally: An Integrated Marketing Approach

    This chapter considers and summarizes changes that have taken place over the past decades, during which integrated marketing communications have made huge inroads in terms of academic usage and business practi...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  3. No Access

    Chapter

    IGMC Drivers and Agency Interaction

    As illustrated in the pages of this book, the organization need to adopt and utilize new models and processes is inescapable and will continue into the future. Here, we illustrate primary drivers of integrated...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  4. No Access

    Chapter

    Investments and Measurements: The Quest for the Holy Grail

    We are grateful to Professor Lucia Porcu who has generously provided this chapter at our request. It is not a euphemism to use such words as “the quest for the holy grail” as part of the chapter title. Indeed,...

    Philip J. Kitchen, Marwa E. Tourky, Lucia Porcu in Integrated Marketing Communications (2022)

  5. No Access

    Chapter

    Case Studies

    The Duality of Boris Johnson’s Political Brand Identity

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  6. No Access

    Chapter

    Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond

    The key words in this chapter are transition and transitioning, moving from where a brand, firm, or business is now to where it needs to be or would like to be in the future. Yes, we can use building blocks, a...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  7. No Access

    Chapter

    How Marketing Communication Works

    No one chapter can fully describe this huge topic as it is worthy of a book or thesis on its own. Hence, its basic parameters are touched upon lightly here. Undoubtedly, home segments of demand exist within di...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  8. No Access

    Chapter

    Develo** Integrated Global Marketing Communication Programs

    Here we outline what we believe to be nine critical competencies for develo** integrated global marketing communicat (IGMC) programs. None are easy. All are dependent upon understanding the dynamics of serve...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  9. No Access

    Chapter

    Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders

    Here we outline ten factors that seem to lie at the nexus of marketing strategy: objective, initiative, concentration, economy of resources, maneuver, unity of command, coordination, surprise, simplicity, and ...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  10. No Access

    Book

    Integrated Marketing Communications

    A Global Brand-Driven Approach

    Philip J. Kitchen, Marwa E. Tourky (2022)

  11. No Access

    Chapter

    ROCI Investment and Measurement Process: A Worked Example

    Here, we provide a full example of how the ROCI investment and measurement process works along with a hypothetical example. We illustrate our measurement process through a basic spreadsheet approach. An import...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  12. No Access

    Chapter

    The Global Marketplace Considerations

    The global marketplace influences so many other marketing decisions, whether or not a business wishes to engage in such a marketplace or not. We define what we mean by the global marketplace and its dynamic dr...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  13. No Access

    Chapter

    Integrated Communication or Integrated Marketing Communication

    Our answer is naturally the latter, but getting to the answer is more difficult than one would suppose. Undoubtedly, integrated marketing communication (IMC) is the essence of communication. It is impossible t...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  14. No Access

    Chapter

    Implementing the IGMC Strategy

    Using the nine elements or overview from the previous chapter in develo** an integrated global marketing communication (IGMC) strategy, we now attempt to “put some meat on the bones” of the eight-step planni...

    Philip J. Kitchen, Marwa E. Tourky in Integrated Marketing Communications (2022)

  15. No Access

    Article

    Corporate Identity Antecedents and Components: Toward a Theoretical Framework

    This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corpo...

    Philip J Kitchen, Marwa E Tourky, Dianne Dean… in Corporate Reputation Review (2013)