Integrated Marketing Communications: A Global Brand-Driven Approach

ISBN-13: 9783030764159 / Angielski / Miękka / 2022 / 386 str.

Philip J. Kitchen; Marwa Tourky

Spis treści

1. Introduction to Communicating Globally: An Integrated Marketing Approach

2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond

3. The Global Marketplace

4. How Marketing Communication Works

5. Integrated Communication or Integrated Marketing Communication

6. Developing Integrated Global Marketing Communication Programs

7. Implementing the IGMC Strategy

8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders

9. IGMC Drivers and Agency Interaction

10. Investments and Measurements: The Quest for the Holy Grail

11. The Way Forward: Overcoming Barriers with IGMC Solutions

12. Case Studies

13. ROCI Investment and Measurement Process: A Worked Example

O autorze

Philip J. Kitchen is Professor of Marketing, ICN-Artem School of Business, Nancy, France and Emeritus Professor University of Salford, UK and Brock University, Canada. Professor Kitchen is Founder and Editor of the Journal of Marketing Communications (Routledge), and Founder of the International Conference on Corporate and Marketing Communications (held annually since 1996). He has twice served as guest editor for the European Journal of Marketing. He has published over 200 papers in journals including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, International Journal of Advertising, International Journal of Human Resource Management among others, together with 20 published books on marketing communications, corporate communications, marketing management and marketing theory.  He has been Visiting Professor or Affiliate Professor at major universities in France, Norway, Cyprus, Israel, Colombia, Turkey, Italy, and India, and has presented as Invited or Keynote Speaker at over 50 academic and practitioner conferences. 

Marwa E. Tourky is Associate Professor of Marketing and Brand Management at Cranfield School of Management, UK, and Programme Director of prestigious MSc Strategic Marketing. Previously she was Senior Lecturer at Exeter University Business School. Her research is focused in areas such as corporate brand, identity and reputation, communications and CSR. Marwa serves on the editorial board of Journal of Marketing Communications and was Vice-Chair of South West Federation of Museums and Art Galleries, UK. She works hand in hand with non-academic partners as board member of charities and research advisor for public sector, such as Devon and Cornwall Police. Her research has appeared in leading scientific journals such as Journal of Business Research, European Journal of Marketing, Corporate Reputation Review and Qualitative Market Research, Journal of Marketing Communications, Management and Organization Review, Management and Organization Review and Journal of Business and Industrial Marketing. She has contributed chapters to edited books, reports for funded research projects, and popular accounts of her work has appeared in The Times, The Daily Mail, Devon Live, Palm FM, PlymouthLive, CornwallLive, and Heart Radio.      

Blurb

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today.
It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. 

This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.