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  1. No Access

    Book

    Integrated Communications in the Postmodern Era

    Philip J. Kitchen, Ebru Uzunoğlu (2015)

  2. No Access

    Chapter

    Introduction: Integrated Communications in the Postmodern Age

    This book is intended for marketing and brand managers, market researchers, and in any field directly related to marketing and communication (Kitchen, 2010; 2013). It is proposed for postgraduate and under-gra...

    Philip J. Kitchen, Ebru Uzunoğlu in Integrated Communications in the Postmodern Era (2015)

  3. No Access

    Chapter

    Integrated Marketing Communications: A Contextual International Advertising Approach

    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 o...

    Philip J. Kitchen, Marwa Tourky in Integrated Communications in the Postmodern Era (2015)

  4. 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)

  5. No Access

    Article

    Cause Related Marketing: Develo** a Tripartite Approach with BMW

    In today's fiercely competitive world, cause related marketing (CRM) plays an important role in business. It is seen as an effective way to build brands, create product awareness, revitalize corporate values a...

    Ioanna Papasolomou, Philip J Kitchen in Corporate Reputation Review (2011)

  6. No Access

    Article

    New luxury brand positioning and the emergence of Masstige brands

    New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those im...

    Yann Truong, Rod McColl, Philip J Kitchen in Journal of Brand Management (2009)

  7. No Access

    Article

    Defending brand advertising's share of voice: A mature market(s) perspective

    This paper begins with a conceptual review of the literature relating to the impact of advertising in mature markets, and applies this to the New Zealand takeaway food, café and restaurant (primarily ‘fast foo...

    Lynne Eagle, Philip J Kitchen, Lawrence Rose in Journal of Brand Management (2005)

  8. No Access

    Article

    Managing the Changes in Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella

    While the controversy continues over whether an organization should focus on corporate or product branding, this paper explains why corporate branding is the most likely scenario for most multi-national organi...

    Don E Schultz, Philip J Kitchen in Corporate Reputation Review (2004)

  9. No Access

    Article

    Corporate Reputation: An Eight-Country Analysis

    Corporate reputation, or the management of the corporate brand, is playing an increasingly important role in terms of the propensity of business to build and sustain market, mind, and heart shares of customers...

    Philip J Kitchen, Andrew Laurence in Corporate Reputation Review (2003)

  10. No Access

    Book

    The Rhetoric and Reality of Marketing

    An International Managerial Approach

    Philip J. Kitchen (2003)

  11. No Access

    Chapter

    Drawing the strands together

    This book has considered ‘marketing’ in eight nation states around the world. In each country, contributors have explored the ‘rhetoric’ and reality of marketing by, among other things, comparing two case stud...

    Philip J. Kitchen in The Rhetoric and Reality of Marketing (2003)

  12. No Access

    Chapter

    Editorial stance on the rhetoric and reality of marketing: an international managerial approach

    This book is intended for practitioners and students who wish to develop an understanding of marketing within specific businesses or industries from eight nation states. In addition to providing a brief overvi...

    Philip J. Kitchen in The Rhetoric and Reality of Marketing (2003)

  13. No Access

    Book

    Raising the Corporate Umbrella

    Corporate communications in the 21st century

    Philip J. Kitchen, Don E. Schultz (2001)

  14. No Access

    Chapter

    Closing and re-opening the corporate umbrella

    In June, 1999, some 200 people in Belgium and France began to complain of digestive illnesses apparently caused by drinking Coca-Cola products.Within days, it was alleged that bottles had been infused with def...

    Don E. Schultz, Philip J. Kitchen in Raising the Corporate Umbrella (2001)

  15. No Access

    Chapter

    Raising the corporate umbrella — the 21st-century need

    Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive.

    Philip J. Kitchen, Don E. Schultz in Raising the Corporate Umbrella (2001)

  16. No Access

    Chapter

    The role of integrated communication in the interactive age

    British Airways World Cargo (BAWC), which for a long time had been seen as the “other part” of BA, faced some significant challenges in the changing airfreight market of the early to mid- I990s. BA even consid...

    Philip J. Kitchen, Don E. Schultz in Raising the Corporate Umbrella (2001)