Integrated Marketing Communications
A Global Brand-Driven Approach
Chapter
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...
Chapter
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...
Chapter
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...
Chapter
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,...
Chapter
The Duality of Boris Johnson’s Political Brand Identity
Chapter
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...
Chapter
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...
Chapter
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...
Chapter
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 ...
Book
Chapter
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...
Chapter
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...
Chapter
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...
Chapter
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...
Chapter and Conference Paper
The relationship between consumers and brands needs a thorough understanding of the means of develo** a strong sense of bonding. This is true for political branding and marketing as well. Thus, one of the mo...
Chapter and Conference Paper
The teaching of qualitative marketing research requires a systematic and robust toolbox. This toolbox should offer a comprehensive and systematic means of substantiating the insights of qualitative marketing a...
Chapter and Conference Paper
The question may seem odd, perhaps facile, but it does need address. Business, everywhere, is challenged in and by the changing market spaces and marketplaces of the twenty-first century. Competitive forces ha...
Chapter
Social science researchers are strongly motivated to understand the world of business and its associated phenomena. In contrast to pure science research, social science studies combine strong narratives with e...
Book
Chapter and Conference Paper
The existing body of literature about the phenomenon of own label reveals research gaps with regard to develo** countries. Furthermore, in the specific context of the Colombian food retail sector there are j...