Integrated Communications in the Postmodern Era by Philip J. Kitchen, Ebru Uzunoglu

By Philip J. Kitchen, Ebru Uzunoglu

Every company, in every single place, faces demanding situations out there areas and areas of the twenty first century and no marketplace is immune. aggressive forces are heightening and accelerating. Governments have intervened (often with little discernible effect), and shoppers – the lifeblood of any company – should not extra not easy and extra discerning of what companies and types are and what they stand for. Technological development has spread out new horizons for innovation and communique, with social media transmitting information inside of seconds to assorted components of the area. those transferring tectonic plates of communique overlay the gravitational financial forces which necessitate integration of on and offline communications. There aren't any invisible businesses, and what occurs in a single industry is transmitted immediately through international media to receptive customer VDUs – laptop, tv, and cell-phone displays – or is nearly instantly available. the realm of data accessibility and the concomitant death of company invisibility is ultra-modern global, and it's a communications fact within the twenty first century.

This edited publication permits readers to enhance wisdom, perception, abilities, and facility into built-in communications in the postmodern period – an issue of relevance all over the place. This booklet is predicated at the papers provided at a convention hosted in Turkey, a speedily constructing country and one having fun with major progress within the international marketplace.

Show description

Read or Download Integrated Communications in the Postmodern Era PDF

Best communications books

How to Write: Communicating Ideas and Information

Easy methods to WriteThe big apple instances’ nice language guru William Safire known as this “The so much priceless ebook the start author should buy. .. .Superb! ” And the Washington submit acknowledged that “This little publication is likely one of the extra invaluable publications for the start author. It emphasizes strong association in getting begun on a primary draft, and offers transparent, clever tips on tips to do that.

Demand for Communications Services – Insights and Perspectives: Essays in Honor of Lester D. Taylor

This quantity grew out of a convention equipped through James Alleman and Paul Rappoport, carried out on October 10, 2011 in Jackson gap, Wyoming, in honor of the paintings of Lester D. Taylor, whose pioneering paintings well known and marketplace research has had profound implications on study throughout a large spectrum of industries.

Power Verbs for Managers and Executives: Hundreds of Verbs and Phrases to Communicate More Dynamically and Effectively

Electrify your entire management communications. .. at each point, in each stumble upon   the ideal verbs •  help you construct impressive teams •  achieve gorgeous performance •  exude ardour and self assurance that make others are looking to keep on with   seize the best verb and use it tips on how to: force domestic your message, no matter what it isEnergize groups and workforcesPromote collaboration to maximise performanceCatalyze switch at each point   filled with examples drawing on hundreds of thousands of years of storytelling, literature, and experienceIndispensable for everybody who intends to be a very nice leader 

Extra resources for Integrated Communications in the Postmodern Era

Example text

As such, a global advertisement recognizes both market homogeneity and heterogeneity (Onkvisit and Shaw, 1999). In support, Gould et al. (1999) “confirm and amplify the need to seek a balance between global efficiency and responsiveness to local conditions”. Recent research on how international advertising is standardized shows that MNCs are more likely to adopt the glocal advertising strategy in culturally distinct markets, in which creative strategy is standardized and execution is localized (Jiang and Wei, 2012).

Schultz (1998) argued that the brand is supposed to be the centre of what consumers want, need, and consider to be of value. In actual fact it is the need or want that the brand is assumed to satisfy that is important. Finding this need or want and persuading consumers that this need can be satisfied is the sine qua non of marketing (Kitchen, 2010). In order to achieve either of these, the strategic utilization of IMC in a strategic way should be brought into full play (Tsai, 2005). Schultz (1998) further explains that brand communication is no longer simply what the organization develops, delivers, and pays for, as in the case with traditional advertising programmes.

2002) ‘Communication in postmodern integrated marketing’, Corporate Communications: An International Journal, 7(3), 144–154. J. (eds) (2011) The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace, London: Routledge. Toffler, A. (1980) The Third Wave: The Classic Study of Tomorrow, USA: Bantam. Vollmer, C. and Precourt, G. (2008) Always On: Advertising, Marketing, and Media in an Era of Consumer Control, New York: McGraw Hill. 2 Integrated Marketing Communications: A Contextual International Advertising Approach Philip J.

Download PDF sample

Rated 4.18 of 5 – based on 12 votes

Related posts